Adverification is a process not yet mastered by advertisers since this concept is complex: Post-view, Post-impression, advertisement placement… All these concepts are regulated by two major bodies: the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC). They impose consensus by establishing rules on measuring digital advertising. Thus, Adverification allows you, among other things, to measure visibility rate. Let’s look at this in more detail.
Adverification – what’s that?
Made from a combination of two words, advertisement and verification, Adverification is a process that verifies that a campaign has been correctly executed. It is based on the choices and exclusions performed by the agency or the ad leading the campaign. This can be choices based on a target audience, geolocation, advertising placement… Adverification also measures visibility metrics such as impressions, the visibility of the advertisement etc. We will focus on the metrics related to visibility.
So this is a relatively new concept in marketing technology. It has great potential to change the way advertisers buy advertising space, but also how impressions are measured.
The MRC and IAB: the “judges” in Adverification
As mentioned above, these two entities are in charge of controlling and creating standards regarding digital advertising and, therefore, its measurement. What interests us today is knowing how they define visible and non-visible (or invalid) impressions:
A visible impression: An advertisement has a visible (valid) impression if the advertisement is displayed in a visible area of the browser (that is to say, an “active” tab, where the user is currently browsing). Visibility is based on criteria such as the percentage of pixels displayed in the visible area of the browser in a time period of 1 second or longer.
Eg: for a classic display advert, the ad must have 50% of its pixels present in the visible area of the browser for 1 second or longer.
Regarding video display, if it is an “in-stream ad” (that is to say, an advertisement shown before a video), 50% of the pixels of the advert must be in the visible space of the browser, and remain in the visible space for 2 seconds or more.
A non-visible impression: An impression is called not-visible when it does not meet the visibility criteria or if the advert receives an impression from a “non-human” visitor such as Google “robots”.
Based on these standards and criteria that the Kantar Media agency was able to establish an Adverification barometer. Some results were surprising, such as the fact that nearly 53% of display ads are not currently “viewed”.
Adverification: VCPM and visibility rate
You have the number of impressions and the number of visible impressions. How can you analyse them and measure their effectiveness?
Be aware that advertisements operating by impression will gradually move to a business model based on the number of visible impressions: the Viewable CPM (or VCPM). This is particularly the case with Google, which during the year will introduce VCPM to replace standard CPM, which will gradually disappear from the Adwords platform..
VCPM = Budget / (Visible impressions / 1000)
Now that you have the cost data, you can use a metric called the visibility rate, which allows you to measure the percentage of impressions actually displayed in your visitors’ browser.
Visibility rate: (Visible impressions / Impressions) x100
But, beware not to confuse visible impressions and impressions viewed. Indeed, just because an impression is considered to be visible doesn’t mean it’s necessarily seen by the user. The phenomenon known as “ad-blindness” is increasingly present. That is to say that the Internet user has become unresponsive to conventional digital advertising by dint of seeing it at the same places. This leads to the following consideration: is it possible to effectively measure “viewed” advertising impressions?
Adverification allows you to measure viewed impressions. So you can measure the profitability of channels taking into account this data. To do this, use an analytical solution based on the contribution between channels, including complete dashboards based on the visibility rate but also on the percentage of conversions.