GroupM goes for 100% viewability with Twitter ad campaign trials

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

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

How challenger brands can win at biddable media

Challenger brands, especially in highly competitive markets, generally can’t match established players for media spend.

Chris Pittham

Managing director, Jaywing

The competitive advantage Australian retailers have over Amazon

With all of the hype around Amazon, many online retailers have been trying to understand how they can compete with the American retail giant.

Joel Milligan

Performance manager, Columbus Agency

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Insightful article from an AdTech perspective

Mehdi Partika

Predictions 2018: 5 ways the CMO role will change

Read more

Sounds like a bunch of convoluted business bullshit with no real substance or value. Business people deluding themselves into thinking th...

Bupa Customer

Best CX Companies List profiles: Bupa's Voice of the Customer project

Read more

This partnership seems to bring a lot of benefits.

Uk Driver

Deloitte announces new agency partnership to expand digital reality capabilities

Read more

It's all about the experience and it seems that understanding is finally full tilt!

Danny Mack

Building a robust digital customer experience

Read more

I am going to visit Australia))) nice place ... one of the most attractive

Carly Julia

Tourism Australia aims for youth travel market with dedicated news channel

Read more

Latest Podcast

More podcasts

Sign in