Ad viewability is a buzzword of sorts. But it’s a buzzword that is grounded in logic. Because any conversation about ad viewability is really a discussion about how a campaign has performed.
Online ad viewability is attracting a lot of attention from advertising who is becoming obsessed with who is seeing ads. Viewability-based metrics are being forensically studied, but in doing so, aren’t we missing the whole point about advertising? Namely, that advertising isn’t an exercise in vanity. Brands shouldn’t be chasing views, but instead focusing on putting the right ads in front of the right people at the right time.
Advertisers are often reluctant to pay for low-viewability inventory, while the topic of the day always seems to be wasted ad spend. Ad viewability is an important subject matter, but only in the right context. To that end, here are 3 things about online ad viewability that need to be addressed.Read More