Viewability Standards Can’t Become A Whipping Post For Mobile: InMobi Boss

Viewability Standards Can’t Become A Whipping Post For Mobile: InMobi Boss
SHARE
THIS



InMobi’s Australian chief Jon White has sounded a clarion call to the mobile advertising industry saying that as a united body it needed to stand up and defend itself from being held to a higher standard than other media on viewability.

Speaking at Rubicon Project’s Australia Marketplace Summit earlier this month (and previously reported in B&T), White drew on his 25 years of media agency experience to assert his view that simply because mobile could be measured more effectively, didn’t mean that was a fair comparison to other media.

“I think as an industry we have to be prepared to stand up and back ourselves. On the one hand you’ve got viewability standards being set that say that an ad has to be a 100% in screen for at least one or two seconds depending on the format. And that’s fine – and that makes perfect sense. There must be an opportunity to see the ad.

“But when we start talking about us getting hammered on completion rates … now I bought magazine and newspaper ads for many, many years, and no-one actually told me that I would only paid if they read the whole page, right? The reality is we are being held to a higher standard than other media simply because the technology allows us to. I don’t think we should necessarily allow ourselves to be pigeonholed in that corner.

“No-one can guarantee that a 30 second TVC is being watched all the way through. In most cases we all know people are getting cups of tea, going to the bathroom, shouting at our kids. So the reality is, we on the one hand, want to make sure the technology can ensure that greatest possible return for that advertisement investment. But at the same time not get put into some sort of really arbitrary position where we have to hold a higher standard and it can only commercialise to a higher standard than other media.

“It’s very important as a business – not that viewability and not that all the IAB standards, that Neilsen and all of those things they are doing aren’t incredibly important – but rather those benchmarks don’t become a whipping post for us to get whipped at.”

White also said an education process was necessary so that creative agencies would start giving consumers more appropriate content. In some cases, that meant re-thinking the way stories are told.

“We’re talking to a lot of clients and saying, please don’t give us a 30 second TVC. If you’re going to take a TVC, repurpose it for mobile and repurpose it into maybe a 15 second or shorter and maybe turn it on its head. Start with the end frame, start with the logo. So that even if you don’t get the fourth quartile completion, at least you get a brand exposure, in the first quartile that means that the impression was not completely wasted.”

He also said that in the old fashioned world where a television commercial would set up an idea and then hit you with a sting at the end that closes the gap, delivers the punchline and gives you the logo, that’s not going to work.

“You’ve got to say: Here’s an idea, I’m going to tease you along, and I’m going to try and hold you in that process, as long as I can.” I need to really purpose video for mobile. If we start building better quality short-form content that’s built for short attention span, waiting at a bus stop, sitting on a train kind of environment, consumers will absolutely lap it up I really believe that.

“So we’ve just going to get away from a television to desktop to mobile paradigm and getting to a mobile first paradigm.”

Please login with linkedin to comment

Latest News

Why The “No” Campaign Is Just One Long Slippery Slope
  • Opinion

Why The “No” Campaign Is Just One Long Slippery Slope

Not exactly your typical marketing/media piece, but here playwright Ron Elisha (pictured below) explains the damage done by the “No” campaign and the now infamous skywriting on a recent blue-sky Sydney Sunday… My daughter is crying. It’s not that she’s fallen over and barked her knee. Nor is it the trauma of immunization, or the […]

Opinion

by B&T Magazine

B&T Magazine
QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]