Going beyond in-view percentage for branding campaign success

Tim van Rijt
Tim van Rijt Implementation Manager OperationsMore about Tim

In-view percentage is becoming the go-to metric for campaign analyses as more and more advertisers become aware of how vital these stats are for a branding campaign. In-view percentage is a good start, but we can go further to get more in-depth analyses. We need to make use of all available stats to get a better idea of what the uplift is of the generated in-view banners. Below are our tips on what you can do to make these stats more valuable to your branding campaign.

#1. Get to know your viewable cost per thousand impressions (vCPM)

By only looking at the in-view percentage, the first thing that’s overlooked is the actual cost of the impressions Twitter icon A higher in-view percentage does not guarantee a better price.

Example:

Get to know your viewable cost per thousand impressions (vCPM)

This example shows that with a 15% lower in-view score publisher B actually generates cheaper viewable impressions.

#2. Exposure time is your friend

Having covered the cost of a viewable impression, let’s look one step further ahead. All viewable impressions are identical in whether or not the ads were in-view, but can differ a lot in how long they were in-view for.

Example:

Exposure time is your friend

While publisher C had the highest price per viewable ad, the longer average exposure time gave it the lowest price per minute. Research has also indicated that the longer an ad is in-view the chances the consumer will click on the ad increases by as much as 30%, which in turn lowers CPA.

Exposure time makes it possible to track how long your campaign was in-view to an individual consumer across several touchpoints (display, social, video, etc.) enabling you to optimise the time your campaign is in-view to your consumer.

#3. Interaction with the banner

Equal in-view stats do not necessarily mean equal quality impressions. While one ad slot might be in-view and attention-grabbing, another slot might be intrusive Twitter icon The following example demonstrates how a consumer might treat two ad slots with similar stats completely different.

bannerconnect.video.com: 728×90 and 300×250

Interaction with the banner

The above screenshot shows two different ad slots on bannerconnect.video.com: the 300×250 on the right of the video and the 728×90 displayed over the video.

Both ads will probably have good in-view stats. It is likely that the consumer is watching the video, which means the consumer is on the top of the page. This will ensure the 300×250 is in-view.

The 728×90 is displayed in the video screen, so this ad will most likely be in-view as well. However, since the 728×90 is displayed over the video content, this ad slot is likely to be more Intrusive than the 300×250 ad slot.

Bannerconnect.weather.com – 728×90 and 300×250

Interaction with the banner

The above screenshot shows two ad slots on Bannerconnect.weather.com. The 728×90 is displayed at the top of the page, where the 300×250 is displayed on the right side of the weather radar.

Both ads are likely to be in-view, since the attention-grabbing element of the website is placed above the fold. Neither ad is blocking any content so are less likely to be seen as intrusive.

While a consumer will most likely stay on Bannerconnect.video.com for the duration of at least one video, they will only quickly check the weather forecast on Bannerconnect.weather.com. This could mean that the ad on Bannerconnect.video.com would give an advertiser more in-view time. However, it could also mean the consumer will pay less attention to the ad, since the video will keep the attention from beginning to end.

To compare the quality of the ad slots, many different metrics can be used:

  • CTR
  • eCPC
  • Hover time
  • Heatmap
  • Dwell time
  • Cost per unique website visit
  • Cost per conversion

Depending on the campaign, conversions or website visits might be interesting soft goals. For any campaign, hover time gives a good indication about banner interaction. Some viewability providers do provide hover time, dwell time and a heatmap. Make sure you make full use of all the data a viewability provider has available.

#4. Creative alignment

Next to looking at the wide range of available metrics, it is also important to align your creative message with the viewability stats.

First of all, it is important that your message has a chance to get across. If your brand and call to action are only displayed after 20 seconds of animation, this would immediately rule out all impressions where the creative is no longer in-view after 20 seconds. It might mean your reach will be very limited.

If the full message is important, the creative should be in-view immediately and stay in-view for as long as your message is playing. This might also harm your reach.

A short message of around seven seconds might increase your reach tremendously compared to a 20 second message. Ideally, the creative, message and call to action are designed to be able to have substantial reach under fitting viewability stats. This makes optimisation much easier: all impressions that are in-view for at least seven seconds are able to show your full message, leaving the interaction metrics as key optimisation metrics.

Conclusion

In-view percentage is a great start for optimising your branding campaigns, but has limited potential on its own. Combining in-view percentage with vCPM, exposure time, interaction metrics and creative alignment gives a much better understanding of how your campaign is performing, giving more opportunities to optimise.

Ensuring your brand’s message reaches your consumer quickly and effectively is just as important as using all available metrics – don’t waste your budget waiting too long to show your call to action. Align your creative with viewability stats to make impact, aiming to keep your message short and sweet.

Looking beyond in-view percentage and incorporating the above tips will enable to buy impressions more efficiently, strengthen the impact of your brand’s message, and empower you to reach your branding goals.

Related content:

Improving Efficiency with Lean Six Sigma
Going beyond in-view percentage
Exposure time: the metric advertising needs