2018中国数字广告可视性基准报告（英文版）_12页_3mb

2018 China Digital Ad Viewability Benchmark Report Summary

Core Content

This report provides a detailed analysis of ad viewability performance in China based on data collected from the Sizmek Advertising Suite in 2017. It covers the performance of ads across different platforms (PC and mobile), buying methods (direct and programmatic), and media verticals (portals, finance, fashion, luxury products). The report also introduces the vCPM (Viewable Cost Per Thousand Impressions) metric as a new tool for evaluating ad value and effectiveness.

Key Metrics and Definitions

• Serving Volume: The total number of advertising impressions served.
• Recordable Impressions: The percentage of impressions that can be measured for viewability.
• Recordable Rate (%): Calculated as (Recordable Impressions / Served Impressions) × 100.
• Viewable Impressions: The number of impressions that meet IAB viewability thresholds.
• Viewability Rate (%): Calculated as (Viewable Impressions / Recordable Impressions) × 100.
• vCPM (Yuan): The actual value of ad placements, calculated as (Total cost / ((Recordable Impressions × Viewability Rate) / 1000)).

Main Findings

1. Overall Viewability Performance

• The average viewability rate for China in 2017 was 31.17%, showing a slight increase from previous years.
• Mobile viewability rate was 84.38%, significantly higher than the PC viewability rate of 28.42%.
• Mobile devices generally offer better viewability due to their smaller screens, less content, and optimized ad placements.

2. Recordable Rate

• The recordable rate for both PC and mobile exceeded 80%, with mobile reaching over 90%.
• This indicates that the platform's technology is capable of capturing a large portion of impressions for accurate viewability evaluation.

3. Viewability Trends

• Viewability rates improved in both direct and programmatic buying channels in 2017.
• Media owners have been actively optimizing their content and page layouts to enhance viewability, which has led to an overall upward trend in ad effectiveness.

4. Vertical Media Performance

• News portals had the highest viewability rates.
• Fashion and luxury product media showed better viewability on content pages compared to homepages and channel pages.
• Financial media also demonstrated high viewability rates due to the readability of content such as market trends and real-time data.

5. Ad Format Performance

• Top banners showed an increase in viewability.
• Skyscrapers experienced a decrease in viewability.
• Content pages generally had higher viewability rates than homepage or channel homepage placements.

6. vCPM Insights

• vCPM is a more accurate reflection of ad value than traditional CPM, as it accounts for the actual viewability of impressions.
• For example, on the same website, homepage ads had a higher CPM but lower viewability rate, resulting in a higher vCPM.
• Content page ads were more cost-effective with lower vCPM due to better viewability rates.

Case Studies

Example 1: Using Recordable Rate

• Homepage: CPM = 60 Yuan, Recordable Rate = 77%, Viewability Rate = 10%, vCPM = 779 Yuan.
• Channel Homepage: CPM = 45 Yuan, Recordable Rate = 81%, Viewability Rate = 30%, vCPM = 185 Yuan.
• Content Page: CPM = 35 Yuan, Recordable Rate = 93%, Viewability Rate = 50%, vCPM = 75 Yuan.

Example 2: Assuming Recordable Rate is 100%

• Homepage: CPM = 60 Yuan, Recordable Rate = 100%, Viewability Rate = 10%, vCPM = 600 Yuan.
• Channel Homepage: CPM = 45 Yuan, Recordable Rate = 100%, Viewability Rate = 30%, vCPM = 150 Yuan.
• Content Page: CPM = 35 Yuan, Recordable Rate = 100%, Viewability Rate = 50%, vCPM = 70 Yuan.

Conclusion and Implications

• The industry is moving towards more transparent and data-driven ad buying.
• Content pages are becoming increasingly valuable for ad placements due to their higher viewability rates and cost efficiency.
• vCPM is a key metric for evaluating the true value of ad placements and is expected to gain more traction in 2018.
• Sizmek continues to innovate with its viewability and brand safety verification solutions, supporting both direct and programmatic ad buying in China.

Future Outlook

• As viewability monitoring becomes more widespread, media owners are improving their technical and reporting capabilities.
• Advertisers and agencies are becoming more aware of the importance of viewability data in media negotiation and optimization.
• Sizmek is committed to enhancing its ad serving solutions and working with stakeholders to drive industry innovation.