Huening said: "So, while I think Facebook has done an excellent job of building a system in which everything is viewed by human eyes, especially in mobile, people are scrolling very quickly, and so they’re not reaching that one-second threshold." While caveating that it's still early days, Huening explained that Integral Ad Science's viewability criteria - which requires that a display ad needs to be visible for longer than 1 second - appears not to look kindly on Facebook. Huening said that allowing Integral Ad Science measurement has seen "some really interesting numbers coming out of that, not all of which look great for Facebook, and I think people have been surprised by that." not all of which look great for Facebook"
Third-party analysis of Facebook ad metrics show "some really interesting numbers. For larger-sized ads only 30% of the ad's pixels need to be visible, and for video ads, 50% of the pixels must be visible for a continuous 2 seconds.
The industry standard for viewability, as set out by trade body The Interactive Advertising Bureau (IAB) is that 50% of an ad's pixels should be visible in the browser window for 1 second. Viewability is the advertising metric that determines whether an ad served on a webpage or in an app actually had the ability to be seen.
Speaking on a Nomura conference call about Internet advertising trends earlier this month, Drew Huening, director of Omnicom's digital ad buying trading desk Accuen, said (according to a transcript provided by Nomura): "Facebook ads are far less viewable than people were expecting."Īs part of Facebook's improved measurement efforts - which actually pre-date the public measurement snafus- the company has begun allowing a number of additional third-party measurement firms, including Integral Ad Science, to verify its ad viewability and attention metrics. The consequence in being more transparent than before, however, is that advertisers are now paying a lot more attention to the accuracy of Facebook's numbers, and those numbers may not be as good as advertisers were expecting. Account icon An icon in the shape of a person's head and shoulders.
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