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BizReport : Advertising : May 02, 2014

Brands: Is viewability hurting your campaign?

In marketing it is critical to understand what marketing tactics and levers work as well as which don't work, especially when it's time to decide where you should spend that next $1 to drive more business. That is why the analytics community is focused on techniques like pathing and attribution.

by Kristina Knight

Kristina: Everyone is talking about viewability - what is that and what does it mean for the online industry?

Josh Manion, CEO, Ensighten: Viewability has been a hot topic in the advertising space the last few years and is often cited as a critical issue that must be resolved before brands materially increase their digital advertising spend. Marketers need to have trust in the advertising marketplace and that trust begins with knowing that they are getting what they are paying for. Right now, each exchange or network addresses viewability differently. Viewability also varies across banners and videos, resulting in apples-to-oranges comparisons of media performance. It is in the best interest for the advertising industry to align on a single definition of viewability and provide an easy and straightforward way for marketers to manage and account for viewability when they develop their media plans and measure campaign results.

Kristina: How will improved viewability allow for better attribution?

Josh: All impressions are not created equal, especially when up to 50% of ad impressions are not viewed. Therefore introducing controls and metrics around viewability is necessary in order for marketers to trust multi-touch attribution solutions that factor in display advertising. If the advertising industry cannot provide brands with confidence that their ads are being viewed, then any arguments around the effectiveness of display risks falling on deaf ears. Solving for viewability provides further credibility to attribution analytics and ultimately allows the marketplace to offer more accurate attribution solutions.

Kristina: How does looking at both converting and non-converting data give better insight into viewability?

Josh: As marketing becomes more data-driven, the efficiency of spend and the optimization of marketing campaigns and promotions become more important. Dissecting each marketing activity and isolating what generates engagement and ultimately influences and drives business allows all the groups that contribute to the final marketing product to tweak and fine tune their contribution. From the analytics and segmentation, to the message and offer, understanding what triggered a response and a success allows marketers to refine their programs. This will result in stronger campaign performance and more business over time.

Image via Shutterstock

Tags: advertising, advertising tips, advertising trends, Ensighten

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