THE AD-VIEWABILITY REPORT: The Top Statistics That Illustrate The Growing Problem Of Unseen Digital Ads
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BI IntelligenceMarketers are spending more than ever on digital advertising, but there are growing concerns over whether digital audiences actually see many of these ads.
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Consider:
- Users are often served an ad that appears in an inactive web window or an out-of-view part of their screen.
- Viewability is particularly challenging for online video ads, since these ads are meant to be seen, heard, and played-through.
- Automated platforms for buying and selling online ads also tend to aggravate the viewability platform.
In a new report from BI Intelligence we look at how industry groups, advertisers, and ad tech vendors are defining and fixing the viewability problem.
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- The problem of viewability, in part, stems from the way digital ads are bought and sold. Ads are often bought based on cost-per-thousand (CPM) impressions, rather than a performance basis, which means that there are strong incentives in place for ad sellers to inflate impression counts.
- Video ads present a unique set of viewability challenges. Video ads are meant to be seen, heard, and played through to the end.
- A number of ad tech companies have developed viewability-tracking tools, and many publishers already fold in viewability guarantees when they sell directly to advertisers, but these safeguards are offered on an ad-hoc basis.
- Industry groups are working to create standardized definitions for viewability, and are endorsing accredited viewability-measurement specialists. The Media Rating Council (MRC) recently established new viewability guidelines.
The report is full of charts and data that can easily be downloaded and put to use.
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- Defines the viewability problem, and explores its root causes.
- Lays out the unique viewability challenges for digital video ad units.
- Examines how viewability performance differs based on how ad units are sold, including publisher-sold, network and RTB-sold inventory.
- Outlines new viewability guidelines from the Media Rating Council (MRC).
- Analyzes how pricing/costing models impact the viewability problem.
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