Media agency is striving to bring complete ad viewability to social media campaigning
GroupM has joined forces with Twitter to kick off beta trials of its first 100 per cent viewability campaigns on the social media platform.
The trial is being rolled out with initial clients, Paramount Pictures and Kathmandu, and will see the agency tracking viewability across all Twitter ad products, including video. Findings will then be analysed against a range of ROI measures, including Twitter’s performance against expectations and other channels.
GroupM announced earlier this year that it was committed to lifting ad viewability standards for its clients and partnered with verification firm, Moat, to track viewability as well as brand safety and ad fraud.
GroupM said it had analysed 2.6 billion lines of viewability data per month for the past 18 months in its global quest, and is working with a host of publishers, including Ninemsn, MCN and Guardian, to ensure ads meet its stricter definitions.
As of 1 January, the group has stated that digital ads must be within view and on screen for at least one second in order to be counted as viewable. When it comes to video ads, at least half of the video must be played in order to gain the same viewable stamp.
“The importance here for GroupM is the fact that this is a third-party accreditation and it has to be; players can’t be the referees,” said GroupM’s head of digital, John Miskelly. “This deep and independent insight into the data strengthens GroupM’s position in regards to viewability and will give our clients yet another unfair advantage to further boost the performance of all their campaigns.”
Ad viewability has become a major focal point for the industry as digital marketing effectiveness and optimisation become a reality through technology and programmatic buying. According to this year’s Media Quality report for Australia by Integral Ad Science, only 42 per cent of the local inventory can be classified as viewable.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.
Now more than ever, voice presents a clear opportunity to add value to an organisation in many ways. Where operational efficiencies are scrutinised, budgets are tighter and discretionary consumer spend at a low, engaging with an audience is difficult.
In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.
For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.
Remote working has gained a lot of attention in the past few months. And the key driver to the smooth workflow of remote working is obvio...
varun
How to manage social media during Covid-19
Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...
Rochie Grey
Will 3D printing be good for retail?
Zero proof spiritsUsa since 2011 www.arkaybeverages.com🤪🤟
Sylvie
How this alcohol-free spirits brand rode the health and wellness wave
okay this a good newsmaybe i gonna try it
kenzopoker1
CMO's top 8 martech stories for the week - 9 July 2020
Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...
Abi TCA
CMOs: Let middle managers lead radical innovation