Yes, viewability is important, but it’s table stakes. Rather than seeing viewability as a metric to watch, recognize it for what it is: The starting point.
…And the 3 reasons why those concerns are overblown. A research report sheds light on the engagement and lift provided by OTT advertising.
What’s happening here? Viewing time, viewability, and completion rates are all trending up. Has the online video ad community figured out how best to appeal to consumers?
With the right strategy, marketers can turn a handful of paid impressions into a repeating assortment of earned views echoing their message.
Viewability isn’t something advertisers should need to chase after; it should be table stakes. ComScore’s move allows advertisers to focus on deeper metrics.
Viewability for video ads is higher than for display, but the area’s high CPM rates make it an attractive area for fraud, notes an Integral Ad Science report.
According to ComScore, programmatic buying might be more efficient, but it’s also rife with fraud when it comes to desktop video advertising.