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
Why publishers are questioning the effectiveness of blocking AI web crawlers
Publishers are unsure if blocking AI web crawlers is enough to protect their content from being scraped and used to feed AI tools and systems.
Snapchat sunsets its AR Enterprise division as it vows to give advertisers AR tools
“We are not diminishing the importance of AR,” he said. “In fact, we are strategically reallocating resources to strengthen our endeavors in AR advertising and to elevate the fundamental AR experiences provided to Snapchat users.”
Why Activision Blizzard Media is using an Attention Measurement Scorecard to raise marketers’ confidence in gaming
In Q4 of this year, Activision Blizzard Media is launching in beta a new measurement tool dubbed the Attention Measurement Scorecard. The goal: to raise brands’ and marketers’ confidence in in-game advertising.