Viewability Landscape 2020 in MENA

Thank you for participating in the latest MENA Mobile Marketing Association’s research on the landscape of video advertising measurement. In this survey, you will be asked about your insights, experience, expectations about MOAT metrics comparison between 2018-2019, understanding of the market on viewability, and improvements. Also, this questionnaire aims to analyze the aggregated sentiment to the third party measurement. Your time and information is valuable and for setting the current state of video advertising in the region.

Appreciate your support, and wish you a healthy and safe summer.

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* 1. What organization do you currently work in?

Media Agency

Advertising Agency

Brand

Other (please specify)

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* 2. What country do you work in?

UAE

Saudi Arabia

Qatar

Kuwait

Bahrain

Lebanon

Oman

Jordan

Egypt

Other (please specify)

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* 3. What is your age?

18-24

25-34

35-44

45-54

55-64

65+

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* 4. What is your gender?

Female

Male

Decline to State

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* 5. According to your experience, by what % did MOAT’s Video Effectiveness Score improved in 2019?

1-5%

6-10%

11-15%

16-20%

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* 6. MOAT’s In-View Measurable rate improved by 4.65% in 2019. How important is this metric to you?

Extremely Important

Very Important

Somewhat Important

Not So Important

Not Important At All

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* 7. According to your experience, by what % did MOAT’s video Played In-View rate improved in 2019?

1-5%

6-10%

11-15%

16-20%

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* 8. What digital formats do you think are most important for viewability?

Video

Native

Interstitial

In Stream

Other (please specify)

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* 9. Rank the importance of viewability of an ad when you are managing a campaign?

	Extremely Important	Important	Slightly Important	Not Important	Not Important At All
Viewability of a Campaign	Viewability of a Campaign Extremely Important	Viewability of a Campaign Important	Viewability of a Campaign Slightly Important	Viewability of a Campaign Not Important	Viewability of a Campaign Not Important At All

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* 10. Do you think IVT (Invalid Traffic) Rate decreased or increased in2019 ?

Decreased

Increased

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* 11. According to your answer on Question 10, what percent do you think the IVT Rate has decreased or increased?

+ 20%-30%

+ 40%-60%

- 30%-50%

- 51%-70%

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* 12. Do you think there are enough measurability partners for in-app content in the region?

Yes

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* 13. Which measurability partners for in-app content do you prefer/use?

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* 14. Which of the below third-party measurement tools would you prefer for tracking the viewability of your campaigns?

MOAT

IAS

DoubleVerify

Adjust

Other (please specify)

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* 15. IAB/MRC standard for video viewability is 50% pixels on screen for 2 seconds. 3 Sec Fully On Screen percentage has increased 8,84% in 2019 compared to 2018. How important is this metric and change for you?

Extremely Important

Very Important

Somewhat Important

Not So Important

Not Important At All

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* 16. How important for the industry as we achieve 90% viewability scores as a norm?

Extremely important

Very important

Somewhat important

Not so important

Not at all important

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* 17. Please indicate which categories or topics you would be interested in MMA providing insights on?

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* 18. Audibility is how long someone listens to an audio ad and it has become a hot topic in 2020 across MENA. How important is audibility as a metric in your campaigns?

Extremely Important

Very Important

Somewhat Important

Not so Important

Not Important at All

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* 19. Which of the below concepts are crucial for you in the media
planning of an advertiser?

	Extremely Important	Important	Slightly Important	Not Important	Not Important At All
Viewability	Viewability Extremely Important	Viewability Important	Viewability Slightly Important	Viewability Not Important	Viewability Not Important At All
Ad Fraud	Ad Fraud Extremely Important	Ad Fraud Important	Ad Fraud Slightly Important	Ad Fraud Not Important	Ad Fraud Not Important At All
Brand Safety	Brand Safety Extremely Important	Brand Safety Important	Brand Safety Slightly Important	Brand Safety Not Important	Brand Safety Not Important At All

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* 20. Which of the below metrics are important for your media plan?

	Extremely Important	Important	Slightly Important	Not Important	Not Important At All
Valid & Viewable Rate	Valid & Viewable Rate Extremely Important	Valid & Viewable Rate Important	Valid & Viewable Rate Slightly Important	Valid & Viewable Rate Not Important	Valid & Viewable Rate Not Important At All
In View Measurable Rate	In View Measurable Rate Extremely Important	In View Measurable Rate Important	In View Measurable Rate Slightly Important	In View Measurable Rate Not Important	In View Measurable Rate Not Important At All
2 Secs Video In View Rate	2 Secs Video In View Rate Extremely Important	2 Secs Video In View Rate Important	2 Secs Video In View Rate Slightly Important	2 Secs Video In View Rate Not Important	2 Secs Video In View Rate Not Important At All
3 Secs Fully On Screen Rate	3 Secs Fully On Screen Rate Extremely Important	3 Secs Fully On Screen Rate Important	3 Secs Fully On Screen Rate Slightly Important	3 Secs Fully On Screen Rate Not Important	3 Secs Fully On Screen Rate Not Important At All
Video Played In-View Rate	Video Played In-View Rate Extremely Important	Video Played In-View Rate Important	Video Played In-View Rate Slightly Important	Video Played In-View Rate Not Important	Video Played In-View Rate Not Important At All
Audible & Visible on Complete Rate	Audible & Visible on Complete Rate Extremely Important	Audible & Visible on Complete Rate Important	Audible & Visible on Complete Rate Slightly Important	Audible & Visible on Complete Rate Not Important	Audible & Visible on Complete Rate Not Important At All

Viewability Landscape 2020 in MENA