planning for the viewable future
DESCRIPTION
PLANNING FOR THE VIEWABLE FUTURE. iMedia Breakthrough Spotlight October 21, 2013. AGENDA. Viewability overview U pdate on industry viewability initiatives Q &A and discussion. IN-IMAGE ADS. IN-SCREEN ADS. THE PROMISE. - PowerPoint PPT PresentationTRANSCRIPT
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PLANNING FOR THE VIEWABLE FUTURE
iMedia Breakthrough SpotlightOctober 21, 2013
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Viewability overview Update on industry viewability initiatives Q&A and discussion
AGENDA
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IN-IMAGE ADS
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Banners influence the attitudes of users because measurable advertising impressions can help build the brands being advertised.
THE PROMISE
December, 1996
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THE PROBLEM
Viewable Not Viewable
54%46%
vCE Benchmarks – June 2013
Source: comScore validated CampaignEssential data 2012-13 Global
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There's a lack of confidence on the part of lot of marketers…if no one is seeing the ad, it's wasted money.
THE PROBLEM
“”
July, 2013
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$10,800,000,000
THE PROBLEM
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Below-the-fold impressions Unknown browsers Spiders and bots Automated impression generation tools Slow page loads and server latency
UNVIEWABLE IMPRESSIONS
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HOW DO WE GET THERE?
Viewable Impressions Defined: 50% or more of the ad rendered on screen and is present for at least one second.
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HOW DO WE GET THERE? Making Measurement Make Sense (3MS)
Lift MRC “Viewable Impression Advisory”
Start transacting on viewable impressions
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WHO GETS US THERE? Analytics Vendors
Concerned Publishers
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$10.8B! Industry accountability Price integrity and value Accurate, cross-media measurability Required for more brand dollars to
move to digital
VIEWABILITY MATTERS
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Stay informed at MeasurementNow.net Initiate dialogue within your organization Test with various vendors Be ready to change with the tide in 2014
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