Online advertising is changing rapidly, and the viewability revolution will affect publishers. Jeremy Abbott, Deputy Head of Content at Brad Insight, explains what you need to know about ad viewability.
“Whether it’s insouciantly flicking past the ads on your tablet on the tube home from work, popping out to make a cuppa when the adverts come on during Corrie, or skipping the ads on YouTube, it can be very easy to avoid advertising. The fundamental questions for brand marketers have always been around getting display advertising seen and proving it has been seen by anyone.
The advertising sector has always faced the issue of visibility and determining whether an ad has been viewed by a consumer for a significant enough time to make an impact. The network of metrics and solutions available to serve the industry have always offered an indication of reach, but we have never had the precision tools to determine conclusively if an ad has been viewed effectively. Until now. [Read more...]