Generate attention in advertising, without wasting your budget

Every year, $10 billion is wasted on digital video ads that are partially played on screen. Brands that invest in digital advertising are based on standards that they would never accept on other media. And that it is essential to rethink.

By Olivier Marty, Sales Managing Director France, Ogury

By using navigationally unfriendly formats and measuring campaign results with outdated metrics, brands that invest in digital video have no way of knowing whether their ad message has garnered attention or was even visible on the screen. And this, even as the budgets invested continue to increase. How far will this nonsense go?

Exponential investments, which are not measured correctly

Digital advertising is booming, and video is one of the main drivers of this growth. By 2023 in the United States, investments in digital video advertising will exceed investments in television advertising [1] and mobile will capture 65% of these advertising investments [2]. Problem: advertisers invest millions in outstream video formats (video ads embedded in a content page, as opposed to those inserted into streaming video content) but don’t know how to correctly measure the performance of these campaigns.

Video Completion Rate (VCR) is the primary metric brands analyze when it comes to video performance. But on mobile, the user can easily trigger an ad and scroll the content of the page, so the video continues to play off the screen. It is therefore possible to obtain a high VCR, without however the message having any chance of being seen.

The need for a new measurement standard

It is therefore important to refer to a more relevant standard of measurement: the Fully On-Screen Rate for 50% Duration, a metric that counts the percentage of impressions where 100% of the pixels are displayed onscreen, for at least half the duration of the video. Made available by the majority of third-party meters, it allows advertisers to measure the performance of their video campaigns consistently, regardless of their advertising partners or networks.

In its benchmark published in the fourth quarter of 2021, advertising verification and measurement specialist Oracle MOAT, revealed that on average, only 41% of outstream mobile video formats meet this standard. Applying this figure to outstream video ad spend in 2021 in the US alone [3]that means that last year over $10 billion was wasted on video ads that were only partially viewable on screen.

Formats visible on the screen, for good

There was a time when there was no way to tell if an ad was viewable or not. Then visibility appeared as a first indicator for measuring the opportunity to see. But viewable doesn’t mean seen, and the current viewability standard doesn’t guarantee that the ad is actually viewed, or that it generates attention. Viewability is therefore becoming obsolete, and attention measurement is on the way to becoming the key result sought by advertisers.

The latter must capitalize on advertising formats developed to be fully visible, where 100% of their pixels are displayed on the screen. Non-intrusive formats, which give users control over how they want to see the message, which they can easily close if they wish, but which generate more attention from users than any other mobile format.

Attention, the key indicator for advertisers

A recent study [4] based on the analysis of the eye movements of mobile users, indicates that most of them watch traditional mobile formats for less than two seconds. Formats that are fully visible on screen – meanwhile – attract significantly more attention – 2.5 times more than mobile outstream formats and 5 times more than mobile display formats. By choosing formats that are fully visible on screen, brands therefore have the guarantee that their message generates the highest possible level of attention by default.

If the advertising message is the responsibility of the brand (and its creative agency), it is not their responsibility to ensure that, when it pays for a campaign, this message is actually broadcast on the screen: it should be obvious. The millions spent by an advertiser to afford a video campaign with a renowned influencer will be thrown out the window if this same video is ignored by consumers! It is therefore essential that brands reconsider their strategies and ensure that their messages get (really) attention.

[1] eMarketer – US Digital Ad Spending 2021
[2] [3] eMarketer – US Digital Display Advertising 2020 – Outstream video ad spend: $17.3 billion in 2021
[4] Study of attention by Lumen Research and Ogury conducted in January 2022 with 1,200 mobile users, who accessed the software ofeye tracking Lumen via their mobile phone. All respondents saw two test ads and were asked to complete a brief questionnaire to assess aided brand awareness.

We want to give thanks to the author of this short article for this outstanding content

Generate attention in advertising, without wasting your budget

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