Yesterday the advertising industry met at the Repsol Campus showing its unity in the face of one of its great challenges, how to improve visibility in digital advertising, with future projects such as addressing brand security and fraud.As stated in her welcome by the president of the Spanish Association of Advertisers (aea), Begoña Elices, the most important value agents of the advertising chain, represented in the Advertising Industry Commission (CIP), by the main associations and organizations of the sector , face the challenges of online advertising in the present and future to give more confidence to the digital medium.José Carlos Gutiérrez, vice president of the Federation of Advertising and Communication Companies (La FEDE) was the presenter of the meeting that addressed it as “an impulse to publicize the normalization of standards collected in the Guide to Good Practices and Visibility prepared by the CIP “.The general directors of the Spanish Association of Advertisers (aea) and the Interactive Advertising Bureau (IAB Spain), Lidia Sanz and Reyes Justribó, respectively, outlined the panorama from which the Spanish market starts with an investment in digital of 1,708 million euros in 2017, which represents 30% of the total advertising investment and a growth of 9.3% over the previous year. In markets such as the USA or the United Kingdom, it represents 40 and 50% respectively, with continuous ascent rates. But, with a serious problem in common in all international markets: a high degree of mistrust regarding the credibility, transparency and security of digital advertising. By 2025, the World Federation of Advertisers (WFA), with more than 60 countries represented, has estimated that digital fraud could reach 50. $ 1 billion, and even if no action is taken, it could reach $ 150 billion. Brands in the UK already lost more than € 700 million in unseen ads last year. And, in 6 years we have gone from 21 to 616 million Internet users who use adblockers.Faced with this situation, and at the impulse of the Spanish Association of Advertisers, in March 2017 the CIP was created in Spain, in July of the same year the “Guide to Standards and Good Practices of Ad Viewability 2017” was published and the following year, in July 2018, the Annex to it, with the parameterization of said standards. As next steps, and after continuing to make progress in improving visibility, the CIP will address brand security and fraud, transparency and the user experience.
To present this Guide, this Netherlands WhatsApp Number List meeting was attended by Ángel Nebot, vice president of IAB Spain, and Rafael Martínez de Lucas, Programmatic leader in Amnet Iberia, of Dentsu Aegis Network, who affirmed that everything exploded in December 2014 with the Google report in which it stated that 56% of the ads shown are not seen. And in 2016 came the storm with the analysis of a myriad of technical problems related to digital advertising: discrepancy between measurement tools, formats that are not measured, bad latency, difficulties with programmatic advertising, divergences with screen resolutions, web pages with 80% iframes, asynchronous tags, From there, they began by identifying the prints released, the measurements and the views, applied to display, video and long formats.
And, with an essential requirement to make this technical standardization mechanism credible, that it is always audited by an independent third party.Another initiative of the Guide was to carry out a benchmark (reference mean) on the general average visibility, by device and by format, in collaboration with the main measurement technologies present in Spain, analyzing their evolution over time.With all this, some recommendations have been established for the publisher, advertisers and agencies to try to improve the interconnection of all parameters.And, to compare visibility problems in a practical way, a Coca-Cola campaign was tested, the results of which were presented by its digital senior manager, Nuria Giménez, and Carter Nicholas, managing director Spain & Portugal at Integral Ad Science (IAS).
The result could not be more enlightening about the pressing need to unify the measurement system since, despite applying the same requirements in the campaign period, header, space and time, however, when using four different technologies and two different editors , visibility was a long way from one measurement technology to another, from barely reaching 50% visibility to reaching more than 82%. And, before it, Which to choose? To resolve this conflict, the Annex to the Guide includes up to 18 technical factors for recommendations so that the measurement is as accurate as possible and that the advertiser can know if their advertising is effective and that the support can, at the same time, value their space.