Marketers Need A Viewability Confidence Boost. Here’s How To Get It.

by Chad Peplinski January 21, 2016   /   Ad Quality
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Things are looking dismal for ad viewability. According to a survey by the Association of National Advertisers, only 10% of marketers are “very” confident that their ads are being viewed.

Think about that. Nearly $60 billion is spent on digital ads annually in the US. As the keepers of these brand messages send their babies out into the far reaches of the web, the vast majority of them aren’t even sure they’ll be seen.

They’re right to feel insecure. According to a recent comScore study, 54% of display ads are non-viewable. That represents tens of billions of dollars wasted each year.

Naturally, marketers are desperate to find a solution. Some are employing an age-old trick: incentivizing ad views with trinkets like video game bonuses or reward points. This growing model may, in fact, drive actual views by actual humans. But what are they worth? Incentivization doesn’t guarantee relevance, interest or even acknowledgement. The environments where these ads run can damage consumer perception, especially for high-end brands. And the publishers are finite, hindering scale.

Viewability can’t be solved by gimmicks. It takes serious investment in technical innovations for variable screens, browser load times and other backend issues.

More than that, it takes a deep understanding of, and transparency into, consumers on the receiving end of these ads. Targeting just to devices or domains drives bot impressions, accounting for more than $7 billion in annual losses. Conversant never does that. Using a vast amount of first- and third-party data, we recognize and reach each consumer at the person level, with one view across all their devices, channels and media formats.

We’ve done this for years, but we don’t expect anyone to take our word for it—so we’ve partnered with leading in-app measurement companies, such as Integral Ad Science, to offer a 100% viewability guarantee backed by third-party verification.

It’s all part of our best-in-class solution to ensure that consumers not only view our clients’ ads, but that they also notice and act on them. If our results don’t instill confidence in marketers, we don’t know what will.

To learn more about Conversant’s holistic solution to all facets of Ad Quality, including viewability, download our guide.

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