Is viewability valuable? Exponential takes a closer look
Courtesy technology advancements, viewability has not only become a popular discussion topic in the industry – it’s also now a (relatively) measurable currency. But is viewability valuable?
Exponential, an advertising intelligence and digital media solutions provider to brand advertisers, has released a whitepaper to explore the issue. Titled ‘Is Viewability Valuable? Seeing Beyond the Simple Metric,’ the whitepaper seeks to clarify the term and outline the ways in which viewability standards can be understood, measured, utilised and ultimately, improved upon.
Compiled through expert interviews, primary research and ‘live’ campaign observations, the whitepaper identifies large variances between viewability methodologies that have resulted in significant cross-vendor discrepancies, such as an advertiser and publisher using different vendors for a single impression. As a result, viewability outcomes for different vendors for non-standard ads can vary up to 80 per cent.
“Viewability is an important dimension of ad delivery and has remained so since the early beginnings of digital. Yet, though the industry has made some progress around viewability in recent years, there seems to be an endless debate around the topic, with much to be done before the industry reaches a singular, agreed form of measurement,” commented Gerard Lechau, Commercial Director, SEA & North Asia at Exponential Interactive.
We recognise the need to facilitate a greater understanding around viewability, and have launched our Viewability whitepaper to consolidate industry thoughts around viewability measurement methodologies across mobile, display and video, definitions commonly used, and key industry challenges such as vendor discrepancies.”
Some additional take-aways from the whitepaper include:
• The industry still has a way to go when it comes to viewability. It will take time, but standards will be set across all formats and trust will grow based on this.
• If you’re trading based on viewability, make sure you fully understand your client’s interpretation of what is/is not viewable.
• Not all viewability vendors currently measure your ads in the same way – pick the right accredited vendor based on two things: quality of their tech and what makes sense for your ad.
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