Viewability: Users See the Ads; Do Marketers See the Value?
By measuring whether an ad was not only viewable, but actively viewable (active browser tab and window), an advertiser can feel confident that ad impressions "filling the gaps" between ad interaction events contributed in some way to the attribution model.
And of course this goes beyond display. The MRC's recent announcement also signaled to many that we'll begin to see far more TV dollars shifting to digital video now that viewability is gaining increased momentum but, again, agencies are expecting more.
Reaching the correct target audience is still the primary objective of a TV buyer. As TV dollars shift to online video, the first order of business is simulating audience buys by incorporating online GRP metrics into overall media planning. It's here that the addition of viewability becomes valuable. By tracking whether a video ad is actively viewable, a video ad buyer can also better simulate the TV experience, in addition to audience measurement. In a world of muted, autoplay video ads, this is becoming even more important.
The early results are telling when viewability becomes a focal point of media planning and optimization. Our own research at Sizmek shows that viewable impressions increase CTR by 54 percent and engagement rates by a factor of 2.5. Performance like this—for brand marketers with reach goals, or direct response marketers interested in conversion events—brings increased confidence in digital advertising, as a whole.