How Tamedia is committed to good visibility for online advertising
Editorial
-
May 31, 2017
The topic of "viewability" is currently a hot topic. It is about the question of whether the online advertising displayed is visible to the user or not. According to the standard of the IAB and the Media Rating Council, at least 50 percent of the advertising space must be in the visible area of the browser for at least one second in order to be considered viewable. In most countries, only slightly more than 50 percent of the advertising space is visible according to the IAB standard.Agencies offer guarantees for visibilityAgencies are therefore endeavoring to guarantee advertising clients a higher visibility rate. The Swiss adtech company Adello has therefore recently started promising its customers a 100% viewability rate for mobile advertising. A new currency has been introduced for this purpose: viewable cost per mille (vCPM). Outscream specialist Teads is also now offering a display format with time-based billing.Tamedia also strives for high visibilityHowever, not only agencies but also publishers want to increase visibility rates for advertisers. Marc Challandes, Head of Commercial Products at Tamedia, presented the Swiss media company's strategy at the Adello event "Paying for invisible advertising?" at Impact Hub Zurich. "The pressure is increasing on service providers to guarantee high visibility rates," said Challandes. "Unfortunately, there is a lack of established standards. There are big differences in the measurements used by agencies and publishers."Tamedia optimizes the timing of online advertising playoutTamedia relies on the established Google technology DFP (Doubleclick for Publishers) to measure viewability. The media company achieves a viewability rate of 69% (desktop) and 62% (mobile) on its network, which is above average compared to the international standard. One reason for this is, for example, the optimization of the exact time at which the data should be retrieved from the ad server.Advertising clients must deliver "performant" advertising mediaChallandes emphasizes how important it is for advertisers to use "performant creatives", i.e. online advertising that can be loaded quickly. "Unfortunately, many creatives are still delivered with poor performance today," says Challandes. "This has a negative impact on the viewability of the ad. As an advertiser, you can have a lot of influence here by increasing performance, for example through self-hosted ads." Tamedia will also introduce pricing that guarantees a 100 percent viewability rate (vCPM). A pilot project will be launched in the third quarter of 2017.You can read more about quality in online advertising and viewability in the cover story of our current MK issue 05/2017.
More articles on the topic
Category Management: How Product Assortments Should Grow in the Future
Swiss E-Commerce Confidence Study: Trust Instead of Checkout
The 380-Million Awakening: How Retail Media Is Turning the Swiss Advertising World Upside Down
The topic of "viewability" is currently a hot topic. It is about the question of whether the online advertising displayed is visible to the user or not. According to the standard of the IAB and the Media Rating Council, at least 50 percent of the advertising space must be in the visible area of the browser for at least one second in order to be considered viewable. In most countries, only slightly more than 50 percent of the advertising space is visible according to the IAB standard.Agencies offer guarantees for visibilityAgencies are therefore endeavoring to guarantee advertising clients a higher visibility rate. The Swiss adtech company Adello has therefore recently started promising its customers a 100% viewability rate for mobile advertising. A new currency has been introduced for this purpose: viewable cost per mille (vCPM). Outscream specialist Teads is also now offering a display format with time-based billing.Tamedia also strives for high visibilityHowever, not only agencies but also publishers want to increase visibility rates for advertisers. Marc Challandes, Head of Commercial Products at Tamedia, presented the Swiss media company's strategy at the Adello event "Paying for invisible advertising?" at Impact Hub Zurich. "The pressure is increasing on service providers to guarantee high visibility rates," said Challandes. "Unfortunately, there is a lack of established standards. There are big differences in the measurements used by agencies and publishers."Tamedia optimizes the timing of online advertising playoutTamedia relies on the established Google technology DFP (Doubleclick for Publishers) to measure viewability. The media company achieves a viewability rate of 69% (desktop) and 62% (mobile) on its network, which is above average compared to the international standard. One reason for this is, for example, the optimization of the exact time at which the data should be retrieved from the ad server.Advertising clients must deliver "performant" advertising mediaChallandes emphasizes how important it is for advertisers to use "performant creatives", i.e. online advertising that can be loaded quickly. "Unfortunately, many creatives are still delivered with poor performance today," says Challandes. "This has a negative impact on the viewability of the ad. As an advertiser, you can have a lot of influence here by increasing performance, for example through self-hosted ads." Tamedia will also introduce pricing that guarantees a 100 percent viewability rate (vCPM). A pilot project will be launched in the third quarter of 2017.You can read more about quality in online advertising and viewability in the cover story of our current MK issue 05/2017.
