“I Fell Into The Trap Thinking Viewability Matters”: Expedia Brand Marketer

“I Fell Into The Trap Thinking Viewability Matters”: Expedia Brand Marketer
SHARE
THIS



In digital advertising, viewability is a mis-labelled concept and the wrong conversation for the industry, believes Vic Walia, senior director of brand marketing at online travel company Expedia.

For a company that puts half its digital spend on programmatic, and in an industry where many agencies and clients are pushing the importance of viewability, it’s a sentiment that is not commonly aired.

“I think it is a mis-labelling of what is actually going on,” Walia told B&T at the Programmatic Summit in Sydney on Wednesday. And it’s not just in Australia the viewability conversation – of which many agencies are pledging to trade on – is happening, but the US has a lot of coverage too.

“When an agency says there’s viewable impressions and non-viewable impressions, the client is naturally going to say ‘well I only want the viewable ones’.

“It’s a faulty conversation. The conversation should get into the technology that’s making something viewable versus not. Meaning, there are impressions that are served that are viewable, but just not measured. And that’s not part of the conversation.”

Walia fell into the trap that viewability matters, he said, because by deeming something viewable, it means there’s other things that aren’t viewable.

Therefore as a marketer, why would I want anything that’s unviewable?

“The problem is it’s a nomenclature,” he continued. “Calling it viewability isn’t a real thing. The reality is, the metrics that we assign on viewability is only of all the impressions that are actually trackable.”

When you think about it, he said, there’s impressions that are unmeasurable so they’re lopped off. And then there’s the ones that are measurable, which the industry has deemed viewable (based off the metric that an ad is viewable if at least half of it has been in sight for at least one second).

“The reality is there’s a whole sleuth of impressions that may very well be viewable, but they’re not measured. So therefore they’re lopped off that viewabiltiy metric.”

The company used to measure on its campaign viewability rate, said Walia. Expedia used to have a viewability rate of 40 per cent, and then moved it up to 70 per cent.

“We saw a decline in scalability – of course, because we’re not able to get 70 per cent continuously – and then we removed viewability all together, recognising that it is a flawed metric.

“We don’t set viewability goals beforehand. Rather…post-campaign, we look at what the viewability was of that campaign and ask how we can improve and optimise it.

“We don’t go in and say ‘thou must hit 40 per cent or 70 per cent [viewability]. We actually don’t have a viewability metric at all.”

Walia was quick to point out though Expedia does still measure, at the end of the campaign, whether its ads were viewable, alongside its other impression metrics.

“What we found was using viewability as a metric is the wrong KPI (key performance index).”

Please login with linkedin to comment

adshel live Advertising Standards Bureau john hegarty Sydney Trains

Latest News

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]

Agent99 Adds The Distilled Spirits Council Of The U.S &  Helen Tarrant To Portfolio
  • Marketing

Agent99 Adds The Distilled Spirits Council Of The U.S & Helen Tarrant To Portfolio

Awindependent PR Agency Agent99 has added The Distilled Spirits Council of the US (DISCUS) to its client roster, alongside thought leader and commercial property specialist, Helen Tarrant. DISCUS is a national trade association representing U.S. producers, marketers, and exporters of distilled spirits. The account was won following a competitive pitch earlier this year. DISCUS has […]

Melbourne Creatives Release “Locktown” T-shirts To Raise Funds For Beyond Blue
  • Campaigns
  • Media

Melbourne Creatives Release “Locktown” T-shirts To Raise Funds For Beyond Blue

Melbourne-based independent creative agency, By All Means, has today released limited edition ‘Locktown’ t-shirts to create a positive, artistic commemoration of their city, while shining a spotlight on the significant impact of lockdown on the mental health of Victorians. After 235 days under strict stay-at-home orders, Melbourne today claims the unenviable crown from Buenos Aires […]

Influencer Marketing Agency Komodo Announces New TikTok Offering
  • Marketing

Influencer Marketing Agency Komodo Announces New TikTok Offering

Global marketing agency, Komodo, has announced it will be launching a dedicated TikTok arm to the business in Australia, following a series of key industry hires and new creators signed to their roster. The agency, who partners brands with social influencers across the globe, aims to bring a new dimension to influencer marketing by assisting brands […]

How Retail Can Help Consumers Ride The Emotional Rollercoaster Of COVID-19
  • Opinion

How Retail Can Help Consumers Ride The Emotional Rollercoaster Of COVID-19

According to Fifth Dimension CEO Lyndall Spooner, whether you like roller coasters or not, we have all been riding ‘Dashed Hopes’ the COVID-19 emotional roller coaster for over 18 months and many of us have turned to online retail therapy to cope.   Spooner uses the analogy of an emotional roller coaster to depict consumers’ […]

Havas Village Australia Launches “Be Together” To Reunite Staff With Loved Ones When Borders Open
  • Media

Havas Village Australia Launches “Be Together” To Reunite Staff With Loved Ones When Borders Open

Underscoring its ongoing commitment to team care and wellbeing, during and beyond the pandemic, Havas Village Australia has introduced be together – a reconnection initiative to enable staff to reconnect with loved ones for longer when domestic and international borders reopen. The initiative, which reflects the Havas core value ‘Better Together’, gives staff from Host/Havas, […]

by B&T Magazine

B&T Magazine
ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au
  • Media

ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au

Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]

Fifth Dimension Expands Executive Leadership Team
  • Marketing

Fifth Dimension Expands Executive Leadership Team

Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO).  As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]