Is your advertising seen – or is it money for nothing?

Is your advertising seen – or is it money for nothing?
SHARE
THIS


What best describes you?

In April, America’s Media Rating Council (MRC) finally took the step of lifting its advisory on viewable impressions for display advertising. A milestone decision allowing advertisers to begin buying viewable impressions with certainty for the first time.

So what? What does this decision by our American cousins matter to us? Surely the acceptance of viewable impressions as a standard metric of measurement is purely academic and won’t have any real bearing on how we buy and trade digital media in Australia?

Not so. We should all be standing up and taking notice. In theory viewability could be the biggest seismic shift in digital advertising for a long time. Even if our local industry bodies fail to sit up and take notice.

Recent studies have shown that between 31-65% of online advertising is never actually seen! Just stop to think about that for a minute. Traditional media has always been propped up by John Wanamaker’s adage that, ‘50% of advertising is wasted, we just don’t know which 50%’. But digital media with its high trackability and monitoring was supposed to be different.

So what’s happening? Well the most common culprit is ads that appear below the ‘fold of the screen’, but there may be many that time out before they are properly displayed and more still that never have a chance to be fully loaded before the reader navigates to another area of a page.

The MRC guidelines state that 50% of pixels must be viewable in the browser for one second to qualify as a viewable display impression. That doesn’t sound like too much to ask, does it?

However for media owners and agencies, served rather than viewed advertising has long been a point of contention, and this is simply fuelled by the significant investment in time and effort to implement ad viewability standards.

I genuinely believe a blinkered approach to viewable impressions is detrimental to the credibility of our whole industry. Media fragmentation is a real thing, and as an industry we need to be much more self-regulating and customer-centric to safeguard success.

But it’s not just about ethics; true viewability actually drives proven conversion results. A recent study Adconion carried out with Millward Brown found that verified viewable impressions have twice the impact of influencing purchase.

At Adconion we have been providing viewable solutions to our clients for over a year now, and I’m personally surprised the Australian market has taken so long to catch-up. As MRC CEO George Ivie recently said: “This shift will ultimately benefit the entire advertising ecosystem.”

Viewable impressions are the future of the industry; think about this as our digital watershed moment. If you are not thinking about the impact this could have on your business now, you are almost certainly going to be left behind.

Matthew Hunt, APAC Managing Director, Adconion

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]