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: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Hey WhatsApp chatbots need to be added to a business’ tool belt to engage with the always-on customers. Easy to build in literally 5 step...

Unnit Dedhia

How chatbot marketing brought a supernatural exhibition to digital life

Read more

We’re seeing an increase in customer loyalty after businesses began implementing Live Chat. Here’s your one-stop guide on Live Chat suppo...

Fiza Syed

Customer loyalty in the time of COVID-19

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandateWe currently have Available FOB Rotterdam/Houston for JP54,D2, D6, JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Hi This is George, Thanks for sharing this nice information about foodpanda blockchain. During this pandemic situation food delivery indu...

George David

foodpanda launches blockchain-based out-of-home advertising campaign

Read more

Did anyone proofread this document before it was published?

Beau Ushay

CMO Momentum 2020: How to embrace agile marketing

Read more

Blog Posts

Commissioning personas that get used

How to avoid the bottom drawer, and how to get value from the work you’ve paid for

Melanie Wiese

Chief strategy officer, Wunderman Thompson

Why It’s Going To Be A Bumper Holiday Season Despite the Pandemic

Behavioural science expert Dan Monheit, co-founder and strategy director of creative agency, Hardhat, writes that marketing chiefs should hold their nerve, as they have reason to be optimistic

Dan Monheit

Co-founder, Hardhat

Why marketing and UX teams must join IT on cyber security

For far too long, cyber security has been considered the sole domain and concern of the IT department, with other departments including marketing, UX and design, firmly entrenched in the belief it is not their concern. The reality could not be further from the truth. In fact, this view is dangerous as it could lead to irreparable brand damage and a lack of trust in consumer behaviour.

Nicki Doble

CIO, Cover-More Group

Sign in