ComScore has issued more details from its vCE Charter Study, an ambitious research project that examined the "in-view" rates and other attributes of nearly 2 billion impressions from 12 major brands.
ClickZ earlier reported the central finding of the report, that 31 percent of display ads from those brands were not viewable by the end user. Among the other findings, released in a white paper today:
Among the participating brands were Allstate, Chrysler, Discover, eTrade, Ford, General Mills, HTC, Kelloggs, Kimberly-Clark, Kraft Foods, and Sprint. A total of 18 campaigns were examined across nearly 3,000 media placements. The total impression was 1.8 billion.
There is a growing movement in the ad industry to shift to a viewable rather than a served ad impression. Last September, the Interactive Advertising Bureau's 3Ms (Making Measurement Make Sense) initiative called on media buyers and sellers to move to the viewable impression standard.
ComScore is one of several vendors offering measurement solutions geared to in-view impressions. Others include C3 Metrics and RealVu. ComScore launched its solution, called validated Campaign Essentials, after which today's white paper is named, in January.
Anne Hunter, comScore SVP of advertising effectiveness, notes people have used above- or below-the-fold as a proxy to get to what makes a "viewable ad."
"The reality is that that is not necessarily a great method for figuring out if you really have viewable impressions," she said. "There were some places where below the fold was fabulous."
In one example, she said, a website delivered extremely high in-view rates by presenting both content and articles in 300 x 250 squares.
ComScore took pains to note all the ad impressions studied were delivered in iframes, including what are called "cross-domain" iframes, which have been historically hard to measure.
"We found 61 percent of the time impressions were served in cross-domain iframes. Being able to measure impressions in cross-domain iframes is critical to measuring impression validity," said Hunter.
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Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
March 19, 2014