可见度指南（英文版）_24页_1mb

报告摘要

THE GUIDE TO VIEWABILITY: Summary

Core Content

This guide, published by Xaxis, provides a comprehensive overview of viewability and strategies to enhance it for better brand impact in digital advertising. Viewability is defined as the opportunity for an ad to be seen by a user during a digital session, with the assumption of 100% human traffic and no tolerance for fraud or bots. The guide outlines ten key elements that advertisers and publishers should consider to improve viewability and, consequently, campaign performance.

Main Points

1. The Viewability Challenge

Key Message: In order to be discovered, you must be seen.
Challenge: Even with effective ad formats and content, if the message isn't seen, the ad effort is wasted.
Objective: To create a bigger, more effective brand impact through improved viewability.

2. Defining Viewability

Conceptual Definition: The opportunity for an ad to be seen by a user.
Industry Standards: MRC standards are the minimum benchmarks for viewability measurement.
Xaxis Standards: GroupM and Xaxis enforce a higher standard to deliver more value to clients, primarily in North America.

3. Elements of Enhanced Viewability

Environment

Content Matters: Choose placements where users are actively engaged.
Publisher Design: Work with publishers that design for viewability, such as those with minimal clutter and fewer ads per page.
Key Fact: Viewability ≠ "above the fold"; it's about the opportunity to be seen.

Avoid Clutter

Examples: Blogs/forums with endless scrolling, ad repetition after every article, video players with content below, etc.
Recommendation: Avoid such placements to ensure better user experience and ad visibility.

Prioritize Publishers Based on Time Spent

Metric: Use in-view time spent as a performance indicator.
Target: Purchase inventory where the average time spent is over 15 seconds.
Tools: Use third-party vendors to track time spent and historical campaign data for pre-planning.

Technology

Pay on vCPM: This incentivizes partners to optimize for viewability.
Use Historical Data: Negotiate rates based on actual viewability performance.
Key Fact: The IAB acknowledges that 100% viewability is not yet guaranteed, but partners can ensure they only charge for viewable impressions.

Media Type

Mobile: Use full-screen or large format ad units to reach millennial audiences.
Connected TV: Add to your plan to reach audiences who have cut the cord.
Advantages: Connected TV offers 100% viewable, high-definition, non-skippable ads with higher completion rates.
Note: Mobile video viewability is still being measured, so understanding exact placements is crucial.
High Impact: Use large, rich, interactive, and short-form creatives to boost engagement.
Native Ads: These fit naturally into the environment and increase brand exposure and engagement.
Note: Measuring viewability for native formats is still developing, but full-screen placements remain powerful for branding.

Key Information

Viewability as a Success Metric: It can enhance the relationship between buyers and sellers in digital media.
Impact on KPIs: Enforcing viewable-only media may affect traditional KPIs, especially for Direct Response Display campaigns.
Xaxis's Commitment: To optimize for viewability across all channels and ensure clients only pay for viewable impressions.
Quote: “An ad that is not seen by a human has zero value.” – Ari Bluman, Chief Digital Investment Officer, GroupM.

Conclusion

Improving viewability is essential for effective digital advertising. By focusing on the right environments, technologies, and media types, advertisers can significantly enhance their campaign performance. Xaxis emphasizes the importance of viewability and is committed to driving its optimization through proprietary tools and strategic partnerships.

About Xaxis

Description: A global digital media platform that connects advertisers to audiences across all addressable channels.
Services: Uses proprietary data and advertising technology with strong media relationships to deliver high ROI.
Markets: Operates in 47 markets across North America, Europe, Asia Pacific, Latin America, and the Middle East.
Specialist Companies: Includes Triad Retail Media, Light Reaction, plista, and Bannerconnect.
Contact: For more information, visit www.xaxis.com.
Director: Marcelo Barreto, Director, Strategy and Investment – Marcelo.Barreto@xaxis.com