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State of the Screens

Yes, Digital Advertising’s Viewability Problem Does Impact Store Visits

By April 18, 2018No Comments

The big question: Does the viewability rate for a digital ad have an impact on sales?

The proof: A recent study from Placed and MOAT found that in-store visits for retail improved 53% when the ad was viewable!

Quote from Jonah Goodhart — SVP of Data Cloud @ Oracle:
“Marketers want to drive business outcomes, and viewability is the first step to success.”

Flashback #1: Half of Marketers Want Stricter Viewability Standards

74% of publishers have adopted the MRCs viewability standard, but 28% of brands and agencies are currently using their own viewability standard.

Why does this matter? As advertisers demand higher quality video views publishers are responding with improved inventory.

Flashback #2: Brands With Their Own Viewability Standards Are Causing Headaches for the Ad-Tech Industry

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.