Experts call for a rethink as viewability measures fail marketers

June 8, 2017 9:24

The media industry has become beholden to arbitrary viewability measures developed with no proven analytics and marketers need better tools to understand if their ads have been seen, a panel on the pitfalls of viewability measurement has warned.

Mumbrella 360 viewability panel

Speaking at Mumbrella360, OMD Sydney managing director Yvette Mayer said that the arbitrary manner in which current viewability standards had been set meant they were failing the industry.

“I think we are happy with it as a baseline, but I don’t think anyone would agree that it is scientifically proven to be an accurate metric,” Mayer said.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

Topics

Hugh Drayton IAB Inskin media Nathan Powell Nine OMD Viewabilty Vijay Solanki Yvette Mayer

2 COMMENTS

viewer 8 Jun 17

Try making better ads.
Before it even gets a chance to be made you’ve already let the client ruin it.

User ID not verified.

Sir Edmund 11 Jun 17

Excellent. Another IAB summit to conquer.

User ID not verified.

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Experts call for a rethink as viewability measures fail marketers

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