Viewability’s Fine But It Doesn’t Tell You About Effectiveness: Inskin Media Boss

Viewability’s Fine But It Doesn’t Tell You About Effectiveness: Inskin Media Boss
SHARE
THIS



As viewability moves squarely into the frame as an industry topic, specialist advertising technology provider, Inskin Media, weighs in on the debate.

Inskin chief executive, Hugo Drayton (pictured below), said viewability has evolved into a key metric for the industry, and InSkin has led the research into how viewability should be measured and valued.  

Screen Shot 2016-09-27 at 1.31.52 pm

However, according to Drayton, viewability is only a starting point. “Viewability is a valuable ad validation method but it was never designed to tell us anything about effectiveness,” he cautioned. “Be aware of viewability’s limitation, and always assess it in context.

“Optimising against viewability rates without taking the placement and campaign context into account can be very misleading and actually be counter-productive to achieving campaign goals.”

Drayton said the visual and mental engagement that brands achieve with their executions are much more important.

InSkin Media’s research demonstrates the effectiveness of a high-impact but non-intrusive approach to delivering advertiser messages, he said.

“Rich-media, non-standard formats are much more complex to measure, compared to standard formats – and industry vendors struggled for some time to address those complexities,” he said.

“However, as viewability has evolved into a key metric, vendors such as Moat now include Rich Media formats.  

“Since the migration of brand advertising budgets to digital environments is a major trend, the effective measurement of non-standard formats is ever more critical.”

Despite digital disruption being rife, even within digital itself, Drayton downplays native advertising and ad blockers’ rising popularity replacing traditional display ads.

“In recent times, despite the industry’s concern with Ad Blocking and its focus on ‘Native’ advertising, the online display sector is in rude good health, with impressive growth,” he said.

“The barriers between different types of advertising such as video, native, and display are reducing.  

“However, I do not think we are witnessing the death of display,” he said.

Latest News

Pause Fest Hits Play On Massive 2019 Line-up & Awards
  • Media

Pause Fest Hits Play On Massive 2019 Line-up & Awards

One of the industry’s biggest events is returning in 2019 with a huge speaker line-up, incredible activations and some seriously enviable networking opportunities. That’s right, Pause Fest is back, and it’s time to hit play on your ticket buying, because this is an event you cannot afford to miss. Pause Fest is boasting talent from […]

Partner Content

by pause fest

The Agency Circle Set To Release Third Workplace Industry Survey
  • Media

The Agency Circle Set To Release Third Workplace Industry Survey

Continuing the important work of championing workplace diversity in the advertising industry, The Agency Circle is getting ready to release it third diversity benchmarking survey on Monday, October 22nd. It carries on from last year’s survey results that unearthed valuable insights into agency employees’ experience in the workplace when it comes to diversity, and perceptions […]

Inside Louis Vuitton’s Enduring Success
  • Media

Inside Louis Vuitton’s Enduring Success

B&T considers itself the Louis Vuitton of trade media: classic styling and understated elegance. Okay who are we kidding

Opinion

by B&T Magazine

B&T Magazine
Thinkerbell & Our Watch Ask Australians to Do Something When They Witness Sexism
  • Campaigns

Thinkerbell & Our Watch Ask Australians to Do Something When They Witness Sexism

Sexist jokes, objectifying women, off-colour comments; most people hate these all too common signs of disrespect towards women, but often they just go along with it, or don’t feel comfortable voicing their disapproval. Australia’s national body for the prevention of violence against women, Our Watch, has today launched an interactive campaign to help Australians do something when […]