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 latest episode of our Conversations over a Cuppa with CMO series, we catch up with Jane Power, who stepped into the director of marketing and transformation role at GenesisCare in April 2020.
Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.
Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.
At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.
Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...
Pierce Fabreverg
Study: Gen Z are huge opportunity for brands
Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...
Pierce Fabreverg
Board games distributor partners with Deliveroo in business strategy pivot
Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...
Hugo
New campaign aims to build understanding around scope and impact of dyslexia
Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...
Pierce Fabreverg
Does your brand need a personality review? - Brand vision - CMO Australia
Here’s an article on solving the most complex customer queries without a delay. Hope it helpswww.engati.com/blog/address...
soham
How to manage social media during Covid-19