Net Communities is proud to be associated with the launch of OnScroll – an ad technology platform that enables publishers, networks and agencies to serve ‘viewable only’ inventory.
Since Net Communities launch in 1999, online advertising solutions have grown like wildfire. Market development has been exceptionally rapid from almost zero to a near £5 billion spend in the UK during 2011 – a 14.4 per cent increase in a generally downturned market. During this phenomenal growth, less desirable solutions and issues have crept into the industry and the latest to be scrutinised is the issue of ‘viewable impressions’ or advertising below the fold.
According to various studies conducted in 2012*, just half of all online ads served meet the IAB’s Making Measurement Make Sense (3MS) proposed viewability standard that calls for 50 per cent of an ad to be visible for at least one second.
OnScroll’s patent-pending technology solved the viewable ad issue, by enabling publishers to serve only 100 per cent viewable inventory by rendering ad placement codes when a user has the chance to see an ad. OnScroll’s unique technology enables publishers to deliver responsive advertising based on how users interact with their sites.
Once fully live, the platform will provide publishers with a rich source of analytics on how users engage with their scrollable web pages and ad placements, thereby making recommendations on the appropriate position of each ad unit.
The technology, which was initially developed internally at Net Communities, has already been successfully tested and implemented across a number of its leading properties including ITProPortal.com, Pocket-Lint.com and ITReviews.com, increasing each site’s available inventory by up to 10 per cent. Engagement rates compared to standard units have increased notably too, with CTRs and hover-over rates up by 31 per cent and 39 per cent respectively.
“The online display industry is moving away from CPM and towards CPMv (cost per media viewed) as the standard currency of trade. Publishers shouldn’t view this transition as a threat, but an opportunity. With OnScroll, publishers can deliver dynamic inventory based on how their users engage with their web pages. The end result is more ads of a higher quality being served, delivering increased revenues and for advertisers this means higher engagement rates which will ultimately deliver much better ROI on their advertising dollars,” said Babac Vafaey, co-founder of OnScroll.
OnScroll Limited is a separate company with patent-pending technology, which has been spun out of Net Communities Limited.
*Sources: ComScore, RealVu, c3 Metrics, Metric Science