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By Adam Glantz   |   Posted at 2:10 pm on August 24, 2012   |   No Comments

What You Need to Know About Viewable Impressions

Early this year comScore had the digital marketing industry buzzing when it reported that 31 percent of online ads go unseen. Not only are the ads not viewed, but they can’t be, because they’re placed in areas of the site page that users don’t typically see.

While some research firms and vendors with products to sell are notorious for distributing alarmist reports, this is one case where the industry hasn’t hesitated to take heed. In the months that have followed the Interactive Advertising Bureau’s (IAB’s) release, “viewable impressions” have been top of mind for planners, buyers, vendors, and publishers everywhere. So strongly does the IAB feel about their importance that it hopes to influence an industry shift from a served impression standard to one that focuses on viewed impressions and “real exposures.” If all goes well, its “3MS” initiative (Making Measurement Make Sense) will be in effect by early 2013, and both advertisers and publishers will be using its online Gross Ratings Point metric to “provide reach and frequency reporting of viewable impressions.”

Eager as digital professionals are to listen, they aren’t without their concerns. Brand marketers have questions, as one might expect in a situation where the standard approach they’ve abided for years is about to be flipped on its head. That said, brands would be remiss to scorn an initiative that could result in more effective ad campaigns. We all understand that due to page placement, load times, and other unknown factors that compromise display ad visibility, an ad served is not necessarily an ad viewed. Viewable impressions would address these concerns.

Here’s what you need to know.  •The “viewable impression” remains undefined. Determining what constitutes this metric is the logical first step in proposing its adoption, but some uncertainty about the length of the “view” still lingers. To date, the IAB has suggested that a display ad must fully load and appear within a viewable portion of the site page for a minimum of one second in order to be counted as a viewable impression. It’s possible this will still change. As ClickZ reported last month, the IAB has said it plans to study how that one-second viewable impression “impacts different kinds of ad formats.”

Read more: ClickZ

Location Targeting: Perception And Reality

Data-Driven Thinking” is a column written by members of the media community and containing fresh ideas on the digital revolution in media.   Today’s column is written by David Shim, CEO at Placed.

While there are a handful of companies close to realizing the potential of location-based targeting, as an overall industry there is a gap between perception and reality. Let’s use Jane as an example:   Jane walks by a Starbucks and receives a push notification­­­ for 10% off a drink order.

Jane then goes into the Starbucks and purchases a grande latte.

This is the perceived future of mobile advertising: to target a user in the real world to guide behavior. However, the reality of mobile ads looks a bit different today.

Perception: Jane walks by a Starbucks.

Reality: Jane walks within 100 meters of a Starbucks (length of a football field) and receives a notification of 10% off a drink order. Today’s location-based targeting is limited in the ability to precisely identify that Jane is walking by a Starbucks, rather the norm is to identify that Jane is within a few blocks of a Starbucks.

Perception: Jane receives a push notification for 10% off a drink order.

Reality: Jane needs to either (a) have opted in to receive push notifications from Starbucks or a Starbucks partner before walking by the store, or (b) be consuming mobile content that has the ability to target ads based on location in real time.

Read more: AdExchanger

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