How The Guardian is Tackling Viewability

Viewability (1)

If you’ve worked in digital media for 5 minutes since the turn of the year then you will have had a conversation about viewability. A study by Meetrics last week claimed that UK viewability had fallen to 49%; quite a way off Germany (64%) and France (62%). This has been  blamed on the UK’s embrace of programmatic.

The IAB guidelines are that agencies should buy at 70% but this is just a guideline and some media owners are friendly to this than others. Achieving  70% doesn’t solve the problem anyway; publishers just keep serving ads until 70% of the bought number is hit . A short term fix that may work in the summer but won’t be viable for many publishers come Q4.

Occam’s Razor is the philosophical principle that the simplest answer is often the correct one. Thinking along these lines the simplest answer to viewability is for publishers to redesign their sites and/or introduce new visible ad placements. This is exactly what the Guardian has just done and has created a short video to explain the changes.

This is going to cost publishers money but it is the right thing to do. We still won’t get to 100% (mainly because we don’t all use the same tech to measure and there are issues tracking viewability on mobile) but it’s a good start.





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Ad blocking is the industry’s fault

ad block

The IAB ad blocking study is interesting but not surprising. Hopefully it will be a catalyst for more digital advertisers to do better work.

In a nutshell, 15% of the online population actively uses ad blocking software. They do it to block all ads and even when told that the ads pay for the ‘free’ content; many don’t care.

Dig deeper & see that the ad blockers over index in the holy ‘Millennial’ age bracket suggesting the 15% will increase over time. The primary motivation is because of interruption & annoyance. More specifically, interruption of content consumption, high frequency, poor build / design, lazy targeting & the creepiness factor.


These reasons seem perfectly justifiable. People turn to digital channels to perform a task, be entertained or find information. The best digital ads are enablers, not inhibitors; precisely why the lion’s share of  digital investment goes to search.

Even so; there are many digital media buyers out there spending money on inhibiting ad units; there is even one called a ‘Page Grabber’ that does exactly what it says on the tin. Rich Media ads like this are sold as being 100% viewable; and in a world where viewability is the north star buyers are falling over themselves for them. These same ads achieve fantastic CTRs because of “the engagement” rather than people just trying to shut them down. Even  pop ups are back in video form and the industry claps. Don’t we learn from the mistakes of the past?

There aren’t many people in our industry stupid enough to realise ads of this ilk (along with all the poorly targeted banners etc) can damage a brand and that the responses aren’t real so why do they buy them? There are a few reasons but a big one is to hit proxy scorecard metrics that don’t really inform much. This is short term thinking and compounds the problem.

How do we get the 15% back on side and stop the rise of ad blockers? The answers seem simple. The most exciting thing happening right now is at the junction between ad technology and media. It is possible to run laser targeted, relevant. dynamic ad campaigns that fit the environment. Be mindful of cross device frequency, test and optimise rigorously to get the mix right and repeat. Never forget the importance of the creative; that sounds so obvious but it happens and is the main reason for ad blocking.

Publishers need to redesign pages with elegant, responsive & viewable ad positions that work across devices. Clients need to stop driving down prices so far that publishers have to sell, and agencies buy; bargain basement or intrusive /interruptive / creepy ads that superficially ‘work’. If everything carries on as it is then expect the 15% to rise considerably year on year.

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Mobile Ad Blocking


Ad blocking is big news at the moment. According to Business Insider 5% of the total online population employs one and usage grew by 69% YoY in Q2 2014 to 144 million people.

A report in the FT a couple of days ago suggested that European mobile operators are thinking of deploying software by an Israeli startup called Shine to block mobile ads at a network level. This is supposed to save precious bandwidth and stop consumers effectively paying to see ads through their data plans although most doubt this noble excuse.

The biggest adbocker currently in use is called AdBlock Plus. This is used by 2% of the global internet population. The best thing about Adblock plus is that they charge the likes of Google and Microsoft to let their ads slip through. Great news; I’m glad we elected these guys to keep us safe from the ads that no one is supposed to have an opportunity to see anyway.

Publishers are understandably worried by all the noise, ads are the lifeblood of many.

Much of it is just noise though. Content creators, curators and owners hold enough of the cards. Surely people access the web in its various forms for the content in the first place?

Thinking about it for 2 seconds:

1) All ad supported publishers need to do is block their content from anyone using an adblocker and we will see what annoys people most

2) Blocking at a network level will never seriously happen. There may be an opt in but who is going to sign up to a mobile network where they cannot view all of the content they want because of a pre installed ad blocker?

There is some good to come of it all though. Marketing purists will welcome the debate as a chance to move away from the banner dominated mindset; everyone agrees this is not the format of the mobile world.

The problem isn’t ads; it’s shit ads.

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What is Online video (OLV)?


Many sources point to the ubiquity of OLV; Cisco believe it will be C. 80% of all internet traffic by 2018. Looking at the headlines alone, marketers could be forgiven for thinking there is an abundance of quality inventory (that looks just like TV) waiting for them to buy.

That’s not quite the case. OLV takes many shapes and sizes & is delivered across a number of screens; not all of it is equal or commercial. When we strip out all of the stuff you can’t buy ads against (e.g. Netflix, iPlayer) or don’t want to (90% of YouTube, Porn) the landscape doesn’t seem that rich; especially when you think of all the other advertisers vying for the quality spots.

So how do we define OLV for an advertiser?

The old definition was easy. OLV had to be user initiated and run prior to a piece of video content. This meant 4OD and iTV Player worked well. We had question marks over audience but it looked like TV & it was safe. Autoplay video squeezed into MPUs were always at the other end of the spectrum. This is still true but ‘autoplay’ isn’t the dirty word it once was.

For many media is consumed mainly through a number of mobile feeds; skewing considerably for millennial audiences. A feed is a stream and the best digital advertising does not interrupt the flow.

This leads to a question: If media is different; should OLV have to look like TV? The answer is no; but it does need to fit the environment to hand.

Here’s a quick checklist for what I consider is / isn’t OLV.

  • Autoplay video MPU is NOT OLV
    • A user will be on the page to consume something other than the ad position and likely the autoplay ad won’t be visible on the screen. This is just squeezing advertising somewhere because a person happens to be there too.
  • In Read article video is NOT OLV 
    • This is the 2015 video version of the pop up and will regarded as such in the future. A person will usually be reading a page; the content being consumed will be split in half and a piece of video will play. From my own experience the content often has little relevance to the context of the page and is really annoying
  • Pre roll is OLV
    • Needs no introduction. This is the most similar to TV and what most clients think they are buying when they buy OLV
  • YouTube Skippable is OLV
    • User is in control; native to its environment. Google has the scale to make these ads work and there are many targeting levers agencies can pull to reach the right people.
  • Facebook News Feed video is OLV
    • I don’t think it’s controversial to call Facebook the ultimate feed where people go to be entertained. Facebook have also launched the new gold standard for mobile video viewability. A person has to stop scrolling and watch for 3 seconds before the ad impression is counted. This is actually a long period of time. Attention! We’ve all read the headlines of FB taking on YouTube in a big way

That’s quite a long winded way of saying that OLV is video content appearing in a place where a consumer expects a video experience. This can be a pre-roll or an autoplay that’s only counted after a specific length of time.

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A nice app called Meerkat was launched a couple of weeks ago. It very simply allows people to live stream video from their phone on Twitter. I’ve tried it once & like the few before me I just wandered around the office doing a tour. I didn’t really expect much to happen but an ex colleague who lives in the US started watching. I encouraged few of the team to wave hello and he was able to tweet a few hello’s back.  For a minute or so a large chunk of the office were pulling silly faces and waving to a guy they hadn’t seen in a while.

The serendipitous experience delivered a small moment of magic; a big reason why so many of us love technology.

I guess the early days of Meerkat will be geeks and kids not doing much of any note at all but it’s not much of a leap to expect brands sponsoring ‘Meerkats’ (if that’s what the bite sized streams are called) at sports or entertainment events.

Social apps spring up all of the time but this one feels a bit special.




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I’m fascinated by the Thomas Heatherwick London buses. As a child I caught the Number 8 route master from Bow to Bethnal Green every day and it’s great to see a version of them back.

Thomas Heatherwick opened the WIRED conference a few years ago and explained his overall goal; to make the experience of riding a bus dignified again. He wanted to soften the unforgiving fluorescent lighting, banish the nuclear yellow poles, rip out the harsh plastic bucket seats and replace them with comfortable ones similar to those of yesteryear. The bus still gets you from A to B but the experience is more pleasurable; more dignified.

I’m sure the buses were put together by machines in factories in an automated way but they were designed with total care; mindfulness and with a clear goal in mind.

We could all learn from that approach. Too often people aim to get from A to B and lose site of the real goals. The real purpose disappears and box ticking exercises take precedence. Who cares how viewable your ad was if all it did was annoy?

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Get to the Point

These ‘unskippable’ Geico Youtube ads are brilliant. They get to the point  & make you want to watch on. If most digital advertising got to the point within five seconds; ROI for both hard and soft metrics would soar.



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