Yesterday the Media Rating Council published its long-awaited Viewable Ad Impression Measurement Guidelines and lifted its “advisory” against transacting business on the basis of its new viewable impression standard. This is a great first step in the march toward attracting more brand budgets to digital and the ambitious long-term agenda of the industry’s Making Measurement Make Sense (3MS) initiative. But it’s not enough.
There’s a big difference between impressions that are “viewable” and those that are “seen.” After all, how much of an impression can a banner ad on the periphery of a page really make if only half of its pixels are in view for one second? It’s a fine technical standard, but not one that’s likely to move the needle on brand metrics.
As our COO Phil Schraeder explains in an op-ed piece in AdAge today, despite industry consensus on a new viewable impression standard, our banner blindness epidemic is likely to continue.
According to this infographic published by eye tracking firm Sticky, about half of all ads that are technically viewable aren’t actually seen. But a study commissioned by GumGum beat those benchmarks, as Sticky found in-image ads drew significantly more attention than pages containing only standard banner ads. No wonder there is so much excitement around the promise of native advertising. In fact, in its In-image Advertising Primer published last month, the IAB said it will now include in-image advertising to its Native Advertising Playbook.
It’s fantastic that a green light has been given to transact on viewable display impressions, and we’re ready. In December, GumGum announced the MRC-certified viewable impression measurement capabilities of DoubleVerify would be integrated directly into our platform.
At GumGum, we’re ready for the brave new world of viewable impressions – in fact, we think ours are the most viewable display units available on the market today. But we’re going beyond just giving advertisers an assurance that we delivered the impressions they ordered. We’re focused on helping our agency partners connect with consumers in ways that are known to be seen, interacted with and will truly move the needle on the engagement metrics marketers care about most.