Ad Viewability Metric Gaining Ground

Michael Garrity — Mon, 20 Aug 2012 16:00:00 GMT

In an effort to add another layer to its analytics, VivaKi has partnered with comScore to offer its VivaKi Nerve Center Audience on Demand users ad viewability metrics that measure how often a digital ad is actually viewed (as opposed to just served).

A “viewable” advertisement displays at least 50 percent of its pixels on a user’s screen and remains there for at least one second.

This new metric will allow VivaKi Nerve Venter customers to pre-optimize their campaigns using insights about which of their ads are most viewable to end users, and thus performing better. However, advertisers will need to opt-in to use the new measurement.

In January, comScore reported that nearly 31 percent of online ads that were purchased by the 12 major brands it studied were not viewable. Just last week, the Media Rating Council accredited comScore’s Campaign Essentials metrics, which include exciting new metrics like brand safety, engagement, in-country geographic delivery and removal of non-human traffic, in addition to viewability.

Measuring viewability over simply impressions is a testament to the progress that has been made in ad analytics. In fact, last year, the Interactive Advertising Bureau (IAB) said that it wanted the ad marketplace to begin moving towards viewability as the standard metric for studying ad impressions. Another industry coalition wants to get it recognized as the standard by the beginning of 2013.

Anatomy Of a Successful Campaign

Pete Prestipino — Mon, 04 May 2009 21:15:00 GMT

What does a successful Internet campaign look like?

Performics announced last week that their recent campaign for Cabela’s has been awarded the “Best Performance Marketing Campaign” for the 2009 ad:tech awards.

Performics’ campaign, “Online Traffic Makes Instore Buyers,” used online coupons through paid search to drive offline traffic to Cabela’s retail locations across the country. The results? Ten percent of all consumers who clicked retrieved a coupon, and 40 percent of the coupons distributed were redeemed at a retail location.

“Cabela’s continually generates robust sales through their aggressive online marketing efforts, and their willingness to try new things has helped them stay ahead of competitors,” said Nick Beil, CEO of Performics. “Our account team worked closely with Cabela’s to achieve some great results. We exceeded the campaign’s coupon retrieval goal by 233 percent, and the 40 percent coupon redemption rate significantly outperformed the campaign’s goal of 15 percent.”

As part of the campaign, Performics built online promotional campaigns for each store and focused on keywords for Cabela’s brand. Geo-targeted strategies were also put into place for locations within a 200-mile radius of each store, and copy specialists developed ad copy that offered in-store coupons to the local audiences. The coupon could only be redeemed at one of the store locations, and relevant landing pages were used to guide consumers through the coupon retrieval process.

“Performics has been a solid marketing partner for Cabela’s by demonstrating cutting edge paid search expertise,” said Derek Fortna, Internet marketing manager for Cabela’s. “They continually present new opportunities to boost the efficiency and effectiveness of our marketing initiatives. Their proven online experience helped successfully drive our offline business and push traffic to our retail stores.”

'Net Features : vivaKi

Ad Viewability Metric Gaining Ground

Anatomy Of a Successful Campaign