media update’s Adam Wakefield spoke to Zia Namooya, interim CEO of media agency Mindshare South Africa, about why viewability in advertising is important.
When you talk about viewability in advertising, what exactly are you referring to?
For digital ads to make an impact, they have to be seen, not just served. However, nearly half of all digital ads are not viewable.
We need to ensure our clients' ads and messaging have the opportunity to be seen by real people — wherever they are. That includes screens and devices that use both display and video ads.
As digital advertising becomes more sophisticated, media buyers and sellers want to not only prove their ability to drive results, but they also want to transact on viewability. They do this by making it a customisable currency, and by providing a true ROI to clients.
What are GroupM's viewability standards, and what do they provide Mindshare?
GroupM considers an ad viewable when 100% of the pixels are in view. For video, 100% of the video must be viewable for 50% of its duration.
These strict standards help us, as an agency, clean up the publisher landscape and help our clients gain truly meaningful ROI that we can see via sales.
Not only does viewability drives sales, it also helps with our agency positioning in being even more agnostic towards platforms and partners who can deliver on this benchmark with full transparency.
What happens when viewability does not have an impact on consumers?
Consumers are potentially missing the opportunity to see a great ad, at the right time. This comes at the cost of the advertiser, who ends up paying for something that the online consumer never saw.
Mindshare has numerous case studies on how it improved a local ABV rate, which resulted in better outcomes for the business.
For more information, visit www.mindshareworld.com.
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