Thursday, August 30, 2012

Still Trying To Make Measurement Make Sense


The online ad industry has a new initiative called Making Measurement Make Sense (3MS).  This initiative calls for a new viewability metric that would only count an impression as an impression when 50 percent of an ad is in view for at least one second.

A recent study shows that more than half of the online ads running today fail that standard. 

But to me, that’s not the shocking part.  The shocking part is the standard itself.  Half of the ad – bottom half, top half, you decide – needs to be visible for one second – ONE SECOND – to count as an impression.

Really? 

An impression happens in one second?  More importantly, as an advertiser, you’re happy paying full fare if only half your ad is visible for one second?

What if your logo is on the bottom half of the ad – where most logos are – and only the top half of the ad is visible.  You’re still comfortable paying full fare for that?

Maybe advertisers will start putting logos both at the top and the bottom of their ads so that at least someone can see the damn brand for one second?

Half an ad.  One second.  This is the best the IAB can do?

Perhaps it is.  No doubt they're thinking that half a loaf is better than none.

Only in this case, it’s half an ad.

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