The Brand Marketers Guide to In-Image Advertising by GumGum (July 2013)
Tech Talk with GumGum: Viewability in Focus
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VIEWABILITY IN FOCUS Presented by: Phil Schraeder February 21, 2014
description
As brands demand to pay only for viewable impressions, agency professionals need to be prepared with the latest industry information and measurement solutions. This rapid-fire session will include an update on 3MS viewability initiatives and metrics from recent brand campaigns run across the GumGum platform.
Transcript of Tech Talk with GumGum: Viewability in Focus
VIEWABILITY IN FOCUS
Presented by:
Phil SchraederFebruary 21, 2014
THE PROBLEM
Viewable Not Viewable
54%46%
Source: comScore validated Campaign Essentials data 2012-13 Global
$10,682,000,000
A VERY COSTLY PROBLEM
VIEWABLE IS NOT “SEEN”
VIEWABILITY MADE EASY
In-image advertising leader Most viewable display units 10x engagement metrics Agency and brand adoption High growth ad-tech platform
VIEWABILITY UPDATEMaking Measurement Make Sense (3MS)
MRC Accredited Measurement Vendors
VIEWABILITY UPDATE MRC reconciliation report due within weeks
“Viewable Impression Advisory” lifted at end of Q1 We (the market) must determine what it means to
“transact” on viewable impressions
VIEWABILITY BENCHMARKS
77%58
%51%
86%
NetworkBenchmark
Publisher Benchmark
Network Benchmark
GumGum Average
53%
31% Publisher
BenchmarkGumGum Average
82% Average
GUMGUM VIEWABILITY
80%
Viewability
75%
Viewability
GUMGUM VIEWABILITY
Stay informed at MeasurementNow.net Initiate dialogue within your organization Test with various measurement vendors Establish protocols for transacting on viewable
impressions with vendors Be ready to change with the tide in 2014
VIEWABILITY RECOMMENDATIONS
