For marcom gurus who also oversee digital ad buying to promote your corporate brand across the ethernet, there’s bad news for you courtesy of barking from the consortium of advertising firms that you likely pay lots of money to. As a side bar note, The JLC Group has long eschewed the notion of impression-based digital ad schemes. We go to great lengths to urge clients who insist on running banner ad campaigns on 3rd party content sites to stick solely with PPC (pay per click) ad campaigns. The take-away from the below excerpt underscores the advice we’ve been providing to JLC Group clients for years.
As noted in a Dec 22 piece in the CMO Today edition of the Wall Street Journal by Suzanne Vranica, “..The American Association of Advertising Agencies sent a letter to some of its members on Friday saying it will “not endorse” the online advertising guidelines put out by the Interactive Advertising Bureau last week….
The guidelines suggested that online ad industry should aim to have their campaigns achieve a “70% viewability threshold” in 2015. That means when an advertiser runs a campaign online, 70% of the ads meet the viewability standard set earlier this year. For a display ad to be deemed viewable at least half of each ad must be visible on a person’s computer screen for a minimum of one second. For an online video ad to be deemed viewed, half of the ad should be on a users’s screen for at least two seconds.
Viewability, the ability for an online ad to be seen, has become a hot topic this year as advertisers bemoan the fact that they are paying for ads that are not being seen because the ads appear on part of a Web page that is never looked at by a human eye.
Google recently released data that showed over half of the display ads impressions in its research weren’t visible.
The IAB said in an open letter on Tuesday said that 100% viewability measurement is “not yet possible” because of the all the different types of ad units, vendors and measurement methodologies and that the industry should aim to have their campaigns meet 70% viewability. If a campaign does not meet that threshold, make goods—additional ads—should be given to the advertisers to make up for the shortfall, the IAB said.
The full article from the WSJ is here
Corporate Marketing Advertising Buyers: Beware...You’re Not Making Impressions