PLANNING FOR THE VIEWABLE FUTURE
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PLANNING FOR THE VIEWABLE FUTURE iMedia Breakthrough Spotlight October 21, 2013
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 Presentation
Transcript of PLANNING FOR THE VIEWABLE FUTURE
PLANNING FOR THE VIEWABLE FUTURE
iMedia Breakthrough SpotlightOctober 21, 2013
Viewability overview Update on industry viewability initiatives Q&A and discussion
AGENDA
IN-IMAGE ADS
Banners influence the attitudes of users because measurable advertising impressions can help build the brands being advertised.
THE PROMISE
December, 1996
“
”
THE PROBLEM
Viewable Not Viewable
54%46%
vCE Benchmarks – June 2013
Source: comScore validated CampaignEssential data 2012-13 Global
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
$10,800,000,000
THE PROBLEM
Below-the-fold impressions Unknown browsers Spiders and bots Automated impression generation tools Slow page loads and server latency
UNVIEWABLE IMPRESSIONS
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.
HOW DO WE GET THERE? Making Measurement Make Sense (3MS)
Lift MRC “Viewable Impression Advisory”
Start transacting on viewable impressions
WHO GETS US THERE? Analytics Vendors
Concerned Publishers
$10.8B! Industry accountability Price integrity and value Accurate, cross-media measurability Required for more brand dollars to
move to digital
VIEWABILITY MATTERS
Stay informed at MeasurementNow.net Initiate dialogue within your organization Test with various vendors Be ready to change with the tide in 2014
RECOMMENDATIONS
