‘Treat the disease, not the symptoms’: How the industry can get to grips with viewability
As publishers, media agencies and marketers continue to grapple with viewability, a panel of experts urges the industry to get on with finalising a solution.
While viewability has been kicking around as an issue for the Australian market for the past couple of years, there is growing consensus it is high time the industry got its act together and came up with some agreed rules for everyone to play by.
The panel (l-r): Vijay Solanki, Yvetter Mayer, NathanPowell, Hugo Drayton
“I think there’s a common theme here that we all think this is a box that’s checked and so we can move onto brand safety and effectiveness,” says Hugo Drayton, the CEO of Inskin Media, summing up the sentiment of a panel he moderated on the issue at Mumbrella360.
Viewability is simply defined as the opportunity for a human being to see a display ad on a web page. Despite the simple nature of the problem, different agencies, publishers and marketer groups have their own definitions of what constitutes a view, much to the frustration of each group.
Inskin is an advertising technology business, which develops and trades high-impact, non-intrusive brand advertising formats.
Viewability this do you really mean monetise? Let’s hope you have learnt by now that Commercial TV programmes have become saturated with adverts and promos, so short sighted, and as such viewers are turning off and using PVR’s just to avoid the clutter. Don’t kill the digital golden goose.