How to cut out ad complexity and improve viewability

Experts agree marketers can better leverage consumer data technology to boost ad viewability

Expert panel at the recent IAB Summit moderated by Brad Howarth discuss the importance of effectiveness and viewability
Expert panel at the recent IAB Summit moderated by Brad Howarth discuss the importance of effectiveness and viewability

Experts on a panel discussion at the IAB Summit in Sydney, agree the pressure is on brands to better utilise consumer data technology to support advertising and marketing functions in order to increase viewability.

“Viewability is obviously vital, because that’s what we are doing, paying for ads to be views,” CEO of Redballoon, Nick Baker, said. “This great promise of digital and our ability to monitor it, and to find out where it goes and what it’s doing, for marketers and advertisers, it’s almost the holy grail. And everyone expects that we’re going to be able to predict exactly where an ad is going to land and exactly who is going to see it. The reality is it’s costing us more and more, and it is becoming more fragmented.”

From a publisher point of view, commercial director at Fairfax Media, Tom Armstrong, said viewability is also one of the biggest priorities right now.

“We’ve done a lot of work in terms of testing and science, optimising ad formats and in some case redesigning sites,” he said. “If the site loads quite slowly, that also affects our viewability score.

According to Armstrong, Fairfax Media takes a proactive approach and works on a campaign by campaign basis with clients to manage better viewability.

“We have an upfront conversation before-hand to set expectations of viewability outcomes, before moving forward,” he explained.

With video content becoming more prevalent, brands also need to find innovative ways to improve viewability of video advertising. TubeMogul’s managing director, Sam Smith said when it comes to video, there is a heightened amount of sensitivity. At the same time, it is critical to keep bench-marking measurements consistent and streamlined.

“It is more expensive than display, so you care a lot more around your video efforts,” he said. “Viewability is not just about how often the ad is in play, but whether it had a chance to be seen by a human. This is good thing for premium publishers in the market. Viewability for publishers in this market is strong, and it is great to see the level of interest. So if you are a marketer or advertiser, you absolutely should be caring about it.”

For TubeMogul, viewability is critical for the business to make sure it is doing everything right by the advertiser.

“Having viewability measures as a free option within a platform is available on every one of our campaigns,” he said. “But I also believe you also need to have choice in providing open, accountable and transparent transactions."

Experts agree effectiveness is also crucial in driving engagement. Managing director of AdRoll, Ben Sharp, said click through and view-through conversion are both critical.

“If the ad is not seen, you are not delivering performance,” he said. “And the client will not continue to spend with you. Viewability is now a part of your product, and very much part of our latest product BidIQ, that makes sure not only will a person see an ad, but also click on the ad and converting.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook:, or check us out on Google+:

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Un-complicating multi-channel marketing: 5 actionable steps

There’s so much choice available that customers can pick and choose who they buy from and where, when, and how it happens. They want to discover, research, evaluate, and purchase on their preferred channel. Give them that option, and they’re more likely to choose you. That’s the whole point behind the multi-channel approach.

Aaron Agius

Co-founder and managing director, Louder Online

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

It’s excellent aiming to resurrect the complete within the hearts and minds of connected customers, moreover because the terribly relevan...

CMO Interview: How Kodak’s global CMO is bringing the brand back from the brink

Read more

Great to see ActiveCampaign's growth funded with some serious money.As a platform, it's up there with the usual suspects in terms of feat...

Lawrence Ladomery

CMO's top 10 martech stories for the week - 13 October

Read more


Kerry Edwards

Open Colleges taps into social for better student interaction

Read more

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Latest Podcast

More podcasts

Sign in