1. PLANNING FOR THE VIEWABLE FUTURE
iMedia Breakthrough Spotlight
October 21, 2013

2. AGENDA Viewability overview Update on industry viewability initiatives
Q&A and discussion

3. IN-IMAGE ADS
For those of you who may not yet know GumGum…we’ve been delivering viewable impressions since we first introduced in-image ads in 2008.
- high-impact display units overlaid on contextually relevant photos
help brands create a relevant, engaging experience in-line with editorial content
Deep understanding of what images are about
Over 1000 premium publishers use our tech to monetize images, including US News & World Report, Fox News, USA Today Sports, Tribune/Zap2it, RantSports, Wetpaint, DailyBeast, RadarOnline
Collectively reaching 218M UVs according to QuantCast

4. IN-SCREEN ADS
In two weeks time we’ll officially announce the launch of In-Screen Ads,
Expands GumGum’s reach beyond context and images
Introducing audience targeting with BlueKai data
Responsively designed to fit all screen sizes and mobile devices
Because we believe our products are among the most viewable in the industry, we are proactively embracing it as a metric.

5. THE PROMISE
Banners influence the attitudes of users because measurable advertising impressions can help build the brands being advertised. “ ”
December, 1996

6. THE PROBLEM vCE Benchmarks – June 2013
Source: comScore validated CampaignEssential data Global

7. THE PROBLEM “
There's a lack of confidence on the part of lot of marketers…if no one is seeing the ad, it's wasted money. ”
Susan Bidel
Ads served, versus ads seen.
digital media has not been directly comparable to legacy media because its measurement has not been based on the “opportunity to see.” Other media have this quality built-in. Television commercials are rendered on screens. Radio ads are broadcasted. This is not the case with digital media. Foundational technology has only measured if an ad has been served, not if it rendered on the screen fully enough and for long enough time for consumers to see it.
“Half the money I spend on advertising is wasted. Trouble is, I don't know which half.”
John Wannamaker
July, 2013

9. THE PROBLEM
$10,800,000,000
Forrester predicts display advertising is a $20B market in 2014

11. UNVIEWABLE IMPRESSIONS
Below-the-fold impressions
Unknown browsers
Spiders and bots
Automated impression generation tools
Slow page loads and server latency

12. HOW DO WE GET THERE? Viewable Impressions Defined:
50% or more of the ad rendered on screen and is present for at least one second.
A new metric for transacting on ads seen, not served.
Foundational element of 3MS

13. HOW DO WE GET THERE? Making Measurement Make Sense (3MS)
Lift MRC “Viewable Impression Advisory”
Start transacting on viewable impressions
3MS Initiative Five-Part Digital Marketing Measurement Solution
The five principles for creating digital measurement solutions, which will enhance digital media planning, assessment and comparison, are:
#1 - Shift from a “served” to a “viewable” impression standard
#2 - Introduce an online Gross Ratings Point metric, providing reach and frequency reporting of viewable impressions
#3 - Implement a classification system and taxonomy for banner, rich media and streaming video ads
#4 - Define, standardize and accredit metrics for view-through reporting and cumulative social activity
#5 - Establish standards and vendor accreditation to improve the methodology for online brand attitudinal studies
Emerging Innovations Task Force responsible for revising existing digital media measurement standards,

14. WHO GETS US THERE? Analytics Vendors Concerned Publishers
3MS Initiative Five-Part Digital Marketing Measurement Solution
The five principles for creating digital measurement solutions, which will enhance digital media planning, assessment and comparison, are:
#1 - Shift from a “served” to a “viewable” impression standard
#2 - Introduce an online Gross Ratings Point metric, providing reach and frequency reporting of viewable impressions
#3 - Implement a classification system and taxonomy for banner, rich media and streaming video ads
#4 - Define, standardize and accredit metrics for view-through reporting and cumulative social activity
#5 - Establish standards and vendor accreditation to improve the methodology for online brand attitudinal studies
Emerging Innovations Task Force responsible for revising existing digital media measurement standards,

15. VIEWABILITY MATTERS $10.8B! Industry accountability
Price integrity and value
Accurate, cross-media measurability
Required for more brand dollars to move to digital

16. RECOMMENDATIONS Stay informed at MeasurementNow.net
Initiate dialogue within your organization
Test with various vendors
Be ready to change with the tide in 2014

17. THANK YOU
Tony Winders
(310)