Sizmek-2018中国数字广告可见率报告及关键洞察（英文）-2018.6-14页-3mb

2018 China Digital Ad Viewability Benchmark Report Summary

I. Core Content and Key Points

This report provides an in-depth analysis of digital ad viewability in China for 2017, highlighting trends and insights that can guide future campaign planning. Sizmek, a global advertising technology company, has been tracking viewability data since 2015 and has released this report for the fourth consecutive year. The report emphasizes the importance of viewability rates and introduces the new metric vCPM (Viewable Cost Per Thousand Impressions) as a tool for evaluating the actual value of ad placements.

Main Points

• Viewability Rate Definition: An impression is considered viewable if 50% of the ad appears on the user's screen for at least one second, based on IAB standards.
• Data Sources: The data is collected from Sizmek's Advertising Suite, covering over 12 billion recordable impressions in 2017.
• Accreditation: Sizmek is MRC-accredited for viewability measurement across multiple ad formats and platforms.
• New Metric: vCPM is introduced to reflect the actual value of ad placements, considering both the cost and the viewability rate.

II. Methodology

• The report uses 2017 data from Sizmek's platform, focusing on recordable rate and viewability rate.
• It compares mobile and PC devices, as well as direct buying and programmatic buying methods.
• The data includes 12 billion recordable impressions, representing a 20% increase from the previous year.
• The media types analyzed include portals and mainstream vertical media.

III. Key Findings

1. Overall Viewability Rate

• The average viewability rate in China for 2017 was 31.17%, showing a small increase compared to previous years.
• Mobile viewability rate was 84.38%, significantly higher than PC viewability rate of 28.42%.
• Mobile devices generally have better viewability rates due to smaller screens, less content, and fewer ad placements.

2. Recordable Rate

• The recordable rate for both PC and mobile devices exceeded 80%, with mobile reaching over 90%.
• A high recordable rate is essential for accurate viewability rate evaluation.

3. Viewability Rate Trends

• Viewability rates for both direct and programmatic buying improved in 2017 compared to 2016.
• Programmatic campaigns on PCs had better viewability rates due to dynamic ad filtering and optimization.

4. Vertical Media Performance

• Fashion media content pages had higher viewability rates.
• Financial media and their homepages and content pages also showed higher viewability rates.
• Luxury product media had noticeable changes in viewability rates based on page depth, with homepages not necessarily favored.

5. vCPM Analysis

• vCPM reflects the actual cost of viewable impressions.
• Ads on homepages had higher CPM but lower viewability rates, resulting in higher vCPM.
• Ads on content pages had lower vCPM, indicating more cost-effective placements.

IV. Conclusion and Outlook

• The overall viewability rate in the digital advertising industry in China has been improving, and mobile devices have shown notable progress.
• vCPM is becoming a more valuable metric for evaluating media value and ad effectiveness.
• Content pages and channel homepages in vertical media are more effective for ad placement due to higher viewability rates.
• Media owners are increasingly open to viewability monitoring, and technical capacity and industry standards are improving.
• Sizmek's solutions continue to evolve, offering transparent and effective ad serving with brand safety and viewability verification capabilities.

V. Sizmek's Solutions

• Sizmek provides comprehensive ad serving solutions, including campaign management, dynamic creative optimization, and data analytics.
• Its independent viewability and brand safety verification solution is designed to support multi-platform ad formats (display, rich-media, video).
• This solution helps resolve issues with third-party ad serving and improves solution diversity.
• Sizmek operates in over 70 countries, with local offices in the Americas, EMEA, and APAC, and connects more than 20,000 advertisers and 3,600 agencies to global audiences.

VI. Summary of Key Metrics

VII. Viewability Rate Performance by Page Depth and Media Type

• Homepage: Lower viewability rate (e.g., 10%) but higher cost (e.g., 60 CPM), leading to higher vCPM (e.g., 600).
• Channel Homepage: Moderate viewability rate (e.g., 30%) and cost (e.g., 45 CPM), resulting in moderate vCPM (e.g., 185).
• Content Page: Higher viewability rate (e.g., 50%) and lower cost (e.g., 35 CPM), leading to lower vCPM (e.g., 75).

This report underscores the importance of viewability in digital advertising and highlights how content pages and vertical media can offer better ad performance and value.