Online ad visibility: Alenty publishes its 3rd European ad gauge

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• Publié par: alenty
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• Langue: English

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Online ad visibility: Alenty publishes its 3rd European ad gauge

PR Newswire DM EXCO, PARIS, Hall 8 - Stand D066, September 12, 2012

DM EXCO,PARIS, Hall 8 - Stand D066,September 12, 2012/PRNewswire/ -- DM Exco - Cologne - 12/13 September 2012 Hall 8 - stand D066 How many ads are viewed? For how long? Which formats are best? How do different countries compare? How would implementing the US Internet Advertising Bureau (IAB) standard affect the ad market? These are just some of the questions to which Alenty, a forerunner in online ad visibility metrics, provides answers by publishing its 3rd European ad gauge. These results are based on the measurement of over 3 billion online ads, in 7 countries, during the 2nd quarter of 2012. In early 2012, the IAB put forward a definition of ad view: "at least 50% of the pixels of the ads must be in-view for a minimum of 1 second". If this definition were to be applied across the globe, theaverage view rate inEuropewould be 70%.The remaining30% of unviewed adscould thereforego unpaid by advertisers. InFrance, the IAB view rate would be 72%. InGermany, thanks to very high quality formats (page backgrounds, 300x600 "magazines"...), this rate would be 77%. In the UK, the rise of marketplaces generates a lower IAB view rate of 62%. These marketplaces of course gather a lot of unsold ad spaces, but compensate for this relative quality with far more advanced targeting and optimisation capacities. "It is now possible to only buy viewed ads,"explains Laurent Nicolas, founder and President of Alenty."All formats can be measured, even in technically complex marketplace environments. For 3 years,CanalPlus.fr, one of Alenty's clients, has been guaranteeing advertisers a given view time." The online ad market is set to evolve towards greater guarantees and visibility for advertisers. It is no longer a question of technology, but of market standardisation. InFrance, discussions centred around audience measurement and survey company Médiamétrie and video formats have already begun. In Germany, associations of advertising networks, media agencies and advertisers are also working on a standard, which may well be different! "By no longer paying for unviewed ads, certain major brands, that remain sceptical, may be convinced of the effectiveness of online advertising",Laurent Nicolas continues. Yet ad efficiency metrics stretch beyond whether or not an ad is viewed. Exposure time is a key indicator. An unviewed ad will not be clicked on or recalled, and an ad viewed for longer will be more effective. Studies conducted by Alentyshow thatads viewed for over 10 seconds (considered and labelled "efficient" by Alenty) obtainclickthrough rates 68% higherAs forthan those viewed for shorter times.recall, it isimproved by 140%for these same ads. This can be exlained bthe fact that online ads are not static: the messae

(video or animation) lasts an average of 10 to 15 seconds. If internet users do not view the message in full, they will not recall the product's name or the argument, which is often not displayed until the end of the message. And efficiency rates (percentage of ads viewed for over 10 seconds) are far lower than view rates: 40% on average inEurope, 42% inFrance, 32% in the UK and 47% inGermany. "The market is set to evolve to include these technological possibilities. Unviewed ads will no doubt no longer be paid for. Today buyers can optimise their campaigns according to their goal: clicks or recall. And all that in real time,"concludes Laurent Nicolas.