Harmon Lyons, VP of Business Development, clarifies common misunderstandings surrounding viewability and expands on what the advertisers needs to look out for when optimizing on viewable impressions.
Now that the MRC has defined that for a digital display ad to be viewable, half of the creative must be in view for at least one second, advertisers want to transact their media buys on the metric. Consumers, they argue, won’t convert if they never see an ad. Publishers are also interested in transacting based on viewability.
Wearables, such as the recently released Apple Watch, offer an opportunity for brands to reach audiences in a personalized way, offering true one-to-one marketing. While the industry is still in beta for wearables, there are factors that can be examined during these early stages to prepare for when this new opportunity is ready to be fully embraced.
Integral Ad Science’s Media Quality Report highlights the state of media quality in global online advertising across display and video inventory. IAS processes hundreds of billions of impressions quarterly and is thus able to analyze the industry on a broad and representative level, across multiple media quality metrics: TRAQ (TRue Advertising Quality), Brand Risk, Viewability, Ad Fraud, and enhanced video metrics.
https://youtu.be/AQhitaSlI14 Moderated by: Terry Cohen, SVP of Media & Media Research, 4A’s Panelists: Carol Chung, SVP, Media Technology, Digitas Rachel Herskovitz, Manager, Global Media, American Express Ari Bluman, Chief Digital Investment Officer, North America, GroupM