Sizmek-2018中国数字广告可视性基准报告（英文）-2018-14页-3mb

2018 China Digital Ad Viewability Benchmark Report Summary

I. Core Content

The 2018 China Digital Ad Viewability Benchmark Report by Sizmek provides an in-depth analysis of digital ad viewability trends in China, focusing on performance across different platforms (mobile and PC), buying methods (direct and programmatic), and media verticals. The report highlights the importance of viewability metrics and introduces the vCPM (viewable cost-per-thousand impressions) as a new metric to better evaluate ad effectiveness and value.

II. Methodology

• The report is based on 2017 data collected from the Sizmek Advertising Suite in China.
• It includes over 12 billion recordable impressions, representing a 20% increase compared to the previous year.
• The data is collected from portals and mainstream vertical media.
• Sizmek uses the IAB standard to define viewability: an ad must be visible on the screen for at least one second.
• The recordable rate refers to the percentage of impressions that can be measured for viewability, while the viewability rate is the percentage of recordable impressions that are actually viewable.

III. Key Findings

1. Overall Viewability Rates

• The average viewability rate in China in 2017 was 31.17%.
• Mobile viewability rate was 84.38%, significantly higher than PC viewability rate of 28.42%.
• Mobile devices generally offer better viewability due to smaller screens, less content, and fewer ad placements.

2. Recordable Rate

• The recordable rate for both PC and mobile devices exceeded 80%, with mobile reaching over 90%.
• A high recordable rate is essential for accurate viewability measurement.

3. Viewability Rate Trends

• Viewability rates improved in both PC and mobile across direct and programmatic buying channels in 2017 compared to 2016.
• This trend reflects the increasing awareness of media buyers and the optimization efforts by media owners.

4. Vertical Media Performance

• Content pages generally have higher viewability rates than homepages and channel pages.
• Fashion media content pages show better viewability than their homepages and channel pages.
• Financial media content pages and homepages have higher viewability rates due to the readable nature of the content.
• Luxury product media viewability rates vary with page depth, with homepages not necessarily favored.

5. vCPM as a New Metric

• vCPM reflects the actual value of ad placements by considering both recordable rate and viewability rate.
• It helps media planners and buyers evaluate the efficiency and effectiveness of their ad campaigns.

IV. Case Studies

Example 1: vCPM Calculation with MRC Accredited Method

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

Example 2: vCPM Calculation with Assumed 100% Recordable Rate

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

These examples show that content pages offer more cost-effective ad placements with higher viewability rates and lower vCPM compared to homepages.

V. Conclusion and Implications

• The overall viewability rate in the industry has been improving, with mobile devices showing the most significant gains.
• vCPM is becoming a valuable metric for evaluating ad effectiveness and cost efficiency.
• Content pages are more efficient and effective for ad placements, especially in fashion and financial media.
• Media owners are increasingly adopting viewability rate monitoring, leading to greater transparency and better ad performance.
• Sizmek continues to innovate and expand its solutions, offering comprehensive ad verification and brand safety services across multiple platforms and ad formats.

This report serves as a guideline for future campaign planning, emphasizing the importance of viewability metrics and data-driven decision-making in the digital advertising industry.