Up to 8% of outdoor market not delivering ads correctly, claims compliance company as it relaunches viewability product
Advertisers will be able to check whether outdoor ads are actually delivering on their promises, with the relaunch of outdoor advertising compliance company OIS’ viewability product.
The launch of the realtime product, OIS inview, will allow advertisers to eliminate an estimated $60m of advertising compliance inefficiencies, ranging from physical obstacles blocking ads, broken ad units, units which don’t exist and incorrect share of voice.
Justin Singh’s OIS will now be able to report to advertisers if their ad is being delivered correctly through its tool, inview
This sounds pretty good compared to other mediums such as digital where the recent whitepapers show their viewability is in the 40s and 50s (https://staging.mumbrella.com.au/iab-moves-viewability-world-first-benchmarks-415397). Let’s not even comment of Facebook video viewability or audibility – hahaha.
Surely those outdoor screens which are not delivering ads correctly should be deemed ‘out-of-view’ rather than ‘inview’?
Why not just check that people have reacted to the ads? And if not, then only drill down to why not.
Very well said, its good to see someone working for both advertisers and audience at the same time, worth sharing article.
MOVE factors in obstruction. There are no sites that are 100% obstructed all the time, so the Visibility Adjustment Factor downweights the audience to that face. The data was assembled from the inspection of around 12 million frames of video.
In effect if you had two sites side by side, that were the same size, elevation, set-back from the road, angle to the road, illumination etc. then they would get the same audience number (cet. par.)
However if one sign was 50% obstructed then it would be credited with just half the audience number. Given that rates are (generally) calculated on a relative CPM basis, this would be a case of getting what you pay for.