Mobile advertising offers marketers virtually unlimited opportunities to put their product or service in front of more on-the-go consumers than any other medium. But these could be unrealized opportunities since the industry is still struggling to accurately measure “viewerability,” defined by the Media Rating Council as when “50 percent of an ad is in view on a screen for 1 second.” (For video ads, the minimum is 2 seconds.)
Tool portends benefits for advertisers and consumers
Google stands in good company as a founding member of the Interactive Advertising Bureau Tech Lab Coalition for Open Measurement. Other representatives of the coalition include those from Conversant, Lenovo, Moat, MoPub, OpenX and The Trade Desk.
Publishers should benefit from reduced development time and costs.
Consumers, who quickly abandon slowly loading pages will benefit from greater engagement with the products and services they want most.
“This coalition brings the industry much closer to achieving full viewability on mobile campaign performance,” Pahlavan says. “We believe we can achieve better outcomes for publishers, advertisers and consumers.”
The “first version” of the SDK – wording suggests it won't be the last – is due later this year.
Vertical ads are more viewable than horizontal ads (presumably because they remain on a page longer as users move around it).
Measuring the effectiveness of a mobile ad campaign can be difficult, but the marketing experts at ADTACK can streamline the process for you. We also can ensure your campaign complements your inbound marketing efforts. Download our “Defining: Digital Marketing” guide as a first step. Then call us to make a consultation – and fully capitalize on the promise of digital marketing.