Join us Dec. 1-3 in New Orleans for the Digiday Programmatic Marketing Summit
 
        comScore reports that 54% of all display ad impressions are not viewable. The reasons are many: below-the-fold impressions, rapid scrolling, nonhuman traffic and more. With Forrester expecting $20 billion to be spent on display in 2014, this is over $10 billion in costs that needs to be addressed.
Phil Schraeder, COO of GumGum, discussed the problem at last month’s Digiday Agency Summit, noting that, “Consumers can’t engage with ads they can’t see.” And even if ads are being displayed front and center, there’s no assurance that visibility translates to viewability.
Rather, pairing ads with elements on the page likely to attract eyeballs (e.g. images) is a winning tactic. It can both raise the ad’s viewability level and help associate it in the viewer’s mind with the subject of the content. Schraeder’s example of pairing an ad with images of Katy Perry succeeded in doing just that.
See full video of his talk below.
Tech Talk with GumGum: Viewability in Focus from Digiday on Vimeo.
More from Digiday
 
    Inside the ‘grand bargain’ to reconcile ad tech’s warring middlemen
Leading media buyers have tabled terms to establish ‘fair auctions’ following the recent TID row.
 
    The Great Resignation is over — unless you’re a retail CEO
More than 1,500 chief executives have left their posts so far this year through August, up 4% from last year.
 
    Pitch Deck: How Amazon plans to turn Q3’s $17 billion ad haul into Q4’s next big DSP push
It’s no secret the company wants advertisers to see its demand-side platform as the backbone for buying across the open web.
 
			 
			 
			 
			 
			