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
Our latest CMO 2022 readiness episode on the great resignation and staff motivation and leadership is now live!
Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.
Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.
It’s not that your agencies don’t have your best interests at heart – most of them do. But the only way to ensure they’re 100 per cent focused on your business and not growing theirs by scope creep is by setting the guard rails for healthy agency collaboration.
Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne
Rajat Kumar
Why flipping Status Quo Bias is the key to B2B marketing success
good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.
Tom Devid
Report: 4 ways to generate customer loyalty
Great post, thanks for sharing such a informative content.
CodeWare Limited
APAC software company brings on first VP of growth
This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...
vikram Roy
Gartner 2022 Digital Experience Platforms reveals leading vendor players
What about this one FormDesigner.pro? I think it's a great platform providing a lot of options, you can collect different data and work w...
Salvador Lopez
Gartner highlights four content marketing platform players as leaders