Sizmek-2018中国数字广告可见率报告及关键洞察（英文）.pptx

2018 China Digital Ad Viewability Benchmark Report
© 2018 Sizmek Inc. All rights reserved.
I. Background:
Sizmek is a global independent advertising pany, with headquarters in New York, USA. In China, we offer digital campaign management, ad serving, and verification solutions. We also provide dynamic creative optimization, viewability measurement and brand safety solutions. Sizmek is accredited by the Media Ratings Council (MRC) for multiple ad formats, including display, rich-media, and video, as well as cross-platform viewability solutions. All data included in this report is pliance with the MRC accreditation standards. We have adopted the IAB standard to determine whether a measured impression is considered viewable, which states that 50% of the ad must appear on a user’s screen for one second or more.
Sizmek has been monitoring data on digital ad viewability since 2015, and this is the fourth consecutive year that we have released the China Digital Ad Viewability Benchmark Report. From the analysis and findings in this report, we reveal interesting trends in viewability rates throughout the
year. These insights can be used as guidelines for future campaign planning, particularly how viewability rates differ between verticals and across different buying methods. This year’s annual report placed considerable emphasis on vCPM (viewable cost-per-thousand impressions), which is very helpful for media planners and buyers evaluating advertising effectiveness.
II. Methodology:
The report piled using 2017 data from the Sizmek Advertising Suite, specifically, data collected from all advertising activities that took place on the platform in China between January 1, 2017 to December 31, 2017. There were over 12 billion recordable impressions, representing an increase of more than 20% pared to the previous year. The media types monitored were portals and mainstream vertical media.
Glossary of terms used in this report:
Serving volume: Number of advertising impressio