Sounding Off: Pierre Chappaz, CEO Ebuzzing: “An end to invisible advertising”

Pierre Chappaz is CEO & Co-Founder of Ebuzzing and Teads Group.

Half of all internet advertising bought by brands is not seen by web users. It is a shocking statistic and the situation is worsening year on year, thanks to the rise of programmatic buying. In 2012 ComScore estimated that 31% of advertising was not seen, this number rose to 54% in 2013.

The recent announcement that GroupM will soon withdraw from open AdExchanges and operate solely on private exchanges clearly demonstrates that the lack of transparency and fraud in online advertising has reached an unsustainable level. It is time for an industry-wide rethink.

For video advertising the situation is potentially even more precarious, due to the domination of pre-roll advertising formats. Instream formats like pre-roll force web users to watch an advert before they are able to view their chosen video content. Leaving fraud, which accounts for 12% of all impressions , aside for now, the biggest threat to viewability is user behaviour.

The biggest threat to viewability is user behaviour

Today’s internet users have developed lightening quick reflexes to avoid advertising they do not wish to watch. They open a new tab or window, mute the sound the very instant an unwanted advertisement appears in front of their video content.

A recent study by Tubemogul revealed that 70% of all non-viewable impressions are non-viewable because the window in which the video is playing is no longer on the screen.

Once bot traffic is discounted, the viewability of pre-roll advertising drops to 22% on average and 48% in premium environments. Ultimately advertisers who buy on CPM are paying between two and five times more than they should.

To combat the issues surrounding viewability, new technology able to precisely measure the viewability of videos from beginning to end has been developed.


Although monitoring viewability is key, it is more important to develop formats which encourage the user to watch an advert, not avoid it at all costs. Returning to the topic of pre-roll advertising, it is clear to me that the days of non-skippable pre-roll advertising are numbered.

The days of non-skippable pre-roll advertising are numbered.

It is impossible to force a web user, who is active, mobile and engaged, to watch an advert if they do not want to. Web users are not in the same frame of mind as those watching TV at the end of a long day, half asleep and too lazy to change the channel during the ad breaks, they will skip if they are not interested. While the majority of users may not be interested in watching your advertising, why not focus on those who actually want to hear from your brand?

We believe that adverts have more value when they are intentionally viewed by web users. Video adverts are often highly entertaining and great quality, and can be offered as relevant content, not a painful toll that must be paid before video content can be viewed.

The view-to-play concept is an efficient and elegant solution to the challenge of viewability in video advertising. But it also has another benefit: it opens huge new premium video inventory in the world’s largest media sites. The availability of such premium inventory, on a global scale, can only be good news for advertisers, agencies and media owners alike.

Pierre Chappaz has held marketing and communications positions at Toshiba, Computer Associates and IBM. He founded the site Kelkoo in 1999, he has been president of Yahoo Europe and also created Wikio in 2005, wich merged with Ebuzzing in 2009.

Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

Get Portada Updates

LIST - Subscribe to Video - Sports - Travel - Entrepreneur


SOUNDING OFF: Cristian Figoli – Is Facebook’s Video Measurement Flaw what the Digital Industry Needed?

SOUNDING OFF: Cristian Figoli – Is Facebook’s Video Measurement Flaw what the Digital Industry Needed?

Back in September, the WSJ reported in an article that Facebook admitted to overestimating the average viewing time for video on its ad platform (WSJ article link). This was not a surprise as many in the industry suspected this was the case. But the WSJ created immediate reaction across major media firms and advertisers.

As Rapper Murs Sets World Record, Boost Mobile Connects with Multicultural Audiences

As Rapper Murs Sets World Record, Boost Mobile Connects with Multicultural Audiences

Los Angeles rapper Murs just broke the world record for the longest rap marathon after rapping for more than 24 hours straight. From a marketing perspective it is interesting that the endurance test was sponsored by Boost Mobile, a wireless service that mostly targets African-American and U.S. Hispanic consumers. We talked with Juan Chouza, ‎Associate Media Director at Mediavest | Spark (Boost Mobile's media agency).

Xaxis Acquires Triad Retail Media

Xaxis Acquires Triad Retail Media

WPP'S global programmatic media and technology platform Xaxis has acquired Triad Retail Media, a leading digital retail media specialist in the US.Triad Retail Media recently launched a Hispanic owned ad network.