Friday, January 17, 2014

Viewability Is Just A Starting Point

Only charging if ads are viewable.

Sounds rather obvious, doesn’t it?

But it was only last month that Google became the first platform to say that ‘viewability’ will become a currency on their platform.

Imagine that. 

Selling space based on whether or an ad can actually be viewed.  Not that it has been viewed, mind you.  Only that the ad was 50% visible in the user’s browser for at least one second.

Half the ad.  For one second.  Hallelujah!

Seems to be the least that an advertiser deserves, doesn’t it?

Of course, advertisers could ask for ads to be 100% viewable rather than 50%.  After all, they are paying for 100% of the cost of the space.

But that’s not the way it works.  (At least, not yet.)

The question is, what’s next?

What comes after viewability?

If we can measure whether the ad is viewable, we can certainly measure whether the ad actually involved the viewer.  And, we can also measure how long the ad involved the viewer for.

Once we do that, we’ll be able to offer advertisers some truly informative data.

Data that can be monetized to hold creative agencies accountable for how much time they’re earning from viewers.  In other words, the actual worth of their work.

Platforms should be held accountable for making ads viewable.  And they're slowly 'fessing up to that.

But it's the creative agencies that should be held accountable for making ads involving.

I haven't heard of any saying, "Yep, that's on us."

Wonder how come?

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