The rise in digital advertising is a testament to the results it delivers in reaching the exact demographic that you seek. That is, if they see it.
Ad Viewability is a hot topic because of the various formats in which potential customers view digital content and the issue lies in if they really see it. The industry buzz now is what constitutes viewability. According to ClickZ, the Media Rating Council considers viewability to be specifically “50 percent of pixels of an ad unit remains viewable for a minimum of one second for display and 50 percent of pixels in view for a minimum of two seconds for video,” which is considered by some to be much too low. Some industry experts are working to drive that viewability up to 70 percent or more, while others are campaigning for 100%.
Advertising views have always had a wiggle factor, with ongoing debate about how many impressions any given campaign can have. Advertising is at the big end of the sales funnel, which is why counting impressions is important. Impressions made on the targeted audience most often are geared to generate leads and finally, at the narrow end of the funnel are the sales that result from those leads. When advertisers are paying for a set number of impressions, they are expecting to see some subset result in either sales or reach the goal of the advertising campaign. When the paid for work does not deliver the results, every step of the equation is scrutinized. The viewability question reveals leaks that need to be addressed.
While advertising will remain a key component of promotional campaigns, savvy marketers include a diverse mix of tactics to ensure success.
As measurement of impressions continues to evolve, one way to validate engagement is to run programs that require action such as a Facebook recipe contest. Promotions and sweepstakes involve the potential customer in a much more active way than just a quick view of a message on a screen. The two-way engagement of these kinds of promotions are much more meaningful in capturing attention and in the best scenarios, capturing future sales.
Ad viewabilty promises to be an extended discussion as advertisers and publishers continue to seek ways to sell and ways to buy that serve all audiences, while the language and measurement tools will evolve to provide transparency to the transaction and value to the buyer.