With programmatic ad spend expected to reach £2.5bn in 2016, factors such as brand safety, ad fraud, and viewability are ongoing concerns for the digital advertising industry.
While we know that viewability is important – after all, if the ad doesn’t have the chance to be seen, then that’s truly a wasted impression – we had yet to see the scientific correlation with actual ad effectiveness measures. That’s why we partnered with the IPG Media Lab and Cadreon to conduct a large-scale scientific research study, to quantify the relationship between viewability and brand metrics. This research also investigated other optimisation scenarios that could help elevate the impact of ads at lower levels of viewability. Although the study is not meant to rewrite existing standards, it serves as a guide to advertisers and publishers alike regarding how best to make ads more effective given viewability standards.
Programmatic media is often touted as the fastest growing phenomenon in the global advertising industry. A recent IAB UK report found that UK digital ad spend grew 16.4% in 2015 to over £8.6bn, with the share traded programmatically rising from 47% in 2014 to 60% in 2015. Programmatic spend reached £1.6bn. This brave new world of programmatic may bring a whole host of benefits in targeting, time-saving and revenues, but on the flip-side this can create a whole list of complications for marketers wanting to ensure high quality in their media buying.