1. Examining viewability
May 2015

2. Sr. VP, Associate Director
Viewability Has Greatly Impacted an Already Evolving Digital Media Landscape
And the industry is working non-stop to fully understand its implications
56%
Share of ad impressions that are not being seen across all of Google’s display platforms1
“…the intense focus on the topic of viewability over the last year is reflective of the seriousness with which marketers take this matter.”
David Gunzerath
Sr. VP, Associate Director
Media Ratings Council
Google – The Importance of Being Seen: Viewability insights for Digital Marketers and Publishers, Nov 2014
Source: “Real-Time with MRC’s Gunzerath on Viewability”. MediaPost Real-Time Daily RT Blog, Apr

3. “The reality, though, is that very few successful marketers use digital display ads primarily to simply deliver a message upon view. Great digital marketers look for ads to drive impact...”
Mike Margolin
SVP, Director of Audience Strategy
RPA
Quote Slide
Source: “The last piece on viewability standards you’ll read (this month)”. Digiday, Mar

4. Viewability Alone Is Not Indicative of a Campaign’s Success
Some of KBB.com’s best-performing units yield below average viewability rates

5. Below KBB.com’s site viewability average1, but above average
Unique KBB.com products like the SHOPPING TOOLS MODULE deliver site traffic efficiently
SHOPPING TOOLS MODULE
Below KBB.com’s site viewability average1, but above average
Impact:
Over 1.00% CTR2
Moat Brand Analytics, Q1 2015
DFP. Time Range: 1/1/2014 – 3/31/2015

6. +37% Lift to New Car Vehicle Details from Home Page2
HOME PAGE SHOWROOM Drives Consideration by Boosting On-site Model Shopping
HOME PAGE SHOWROOM
Below KBB.com’s site viewability average1, but above average
Impact:
+37% Lift to New Car Vehicle Details from Home Page2
Moat Brand Analytics, Q1 2015
Adobe SiteCatalyst. Time Range: 12/24/2014 – 3/31/2015

7. VARIOUS IAB STANDARD PLACEMENTS
KBB.com’s Standard Placements Also Exceed Benchmarks Despite Lower Viewability
Opportunity to aid shoppers remains strong
VARIOUS IAB STANDARD PLACEMENTS
Slightly below KBB.com’s site viewability average1, but above average
Impact:
2x CTR Benchmark for Automotive/Vehicles Banners2
Moat Brand Analytics, Q1 2015
DFP. Time Range: 1/1/2014 – 3/31/2015
DoubleClick, “Display Benchmarks”, Apr 2015

8. “…raising the percentage of viewable impressions within a campaign while not hurting overall performance (for me that means the click-based conversion) is seemingly difficult.”
Chris Innes
SVP, Client Services
SteelHouse
Quote Slide
Source: “How Fraud And Viewability Metrics Are affecting Ad Performance, Pricing”. AdExchanger, May

9. Complexities of Making Viewability Top Priority
Reducing or eliminating low-viewability placements
Vendor costs
Lower KPI output
Limited optimization options
Renegotiating IO Terms & Conditions
Reconfiguring reporting processes
Supporting additional reconciliation steps
Transacting on viewable impressions only
Setting minimum viewability thresholds
Potential Unintended Client Costs
Potential Strain on Agency Teams

10.     Targeting Mix Creative Rotation Click-through Rate
Consider Viewability as a Diagnostic Metric and Not a Performance Metric
Targeting Mix
Creative Rotation
Click-through Rate
Viewability Rate  
Maximizing KPIs  

11. Focus on Delivering Results
Viewability is a useful diagnostic tool to evaluate marketing efforts, however this does not change the end goal: Delivering Results
Build a Complete Picture of Success by using Viewability in context with:
In-View Time
Interaction Rate
Site-Side Metrics
Custom Metrics
Back-End KPIs

12. KBB.com Campaigns Perform for Our Partners
MOAT Score Report: Aggregate of Attention Metrics
F-150 Retention
Automotive
kbb

13. Continue Relying on KBB.com to Find Qualified, In-market Shoppers
Awarded the Harris Poll EquiTrend Online Auto Shopping Brand of the Year for 4 consecutive years1
Average time spent on KBB.com, more than any other 3rd-party site2
1h 30m
KBB.com overall viewability score is well above the industry average3
KBB.com received the highest numerical Equity Score among Online Auto Shopping brands included in the 2015 Harris Poll EquiTrend® Study. Please go to for further details.
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader Q: How much total time did you spend researching information on the new/used vehicle you recently purchased? / Q: What percentage of time researching did you allocate to each website? Base: Internet car shoppers
Moat Brand Analytics and Moat Analytics Benchmarks, Q1 2015

14. As The Trusted Resource®, KBB
As The Trusted Resource®, KBB.com Strives to Create the Best Possible Advertiser Experiences
Ongoing evaluation of advertising placements in partnership with MOAT
Continuing consideration of advertising and content viewability during product ideation and development
Top-notch account servicing and KPI-based optimizations for all KBB.com clients

15. Thank You!