The current ad landscape can’t continue to exist if ads aren’t being seen, Lisa Menaldo writes, making it essential for the industry to nail down a definition of what “viewability” really is. But defining the idea of viewability is made more complicated by the fact that publishers and advertisers have different priorities, Menaldo writes: “It certainly doesn’t help that publishers and brands have different perceptions of what is considered an acceptable level of viewability. For brands, the priority is securing maximum viewability to ensure the highest return. Some publishers, however, value quantity over quality and sell large volumes of low-cost inventory with little guarantee of viewability.”
+ Research from IPG Media Lab found that viewability may not matter as much as the time spent viewing the ad: As an ad’s viewability increased, so did people’s attention to and recall of the ad, but for ads to have a 25 percent chance of being recalled, the research found they need to be on-screen for four seconds, regardless of how much of the ad is visible (Wall Street Journal)
The post The industry isn’t any closer to defining ‘viewability,’ and it’s made more complicated by the fact that publishers and advertisers have different priorities appeared first on American Press Institute.
from American Press Institute http://ift.tt/1PYOGAX
0 التعليقات:
Post a Comment