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Case Study
Clutter has become synonymous with the advertising industry in recent times and this extends
to all realms of marketing, offline and online. There is an increasing trend of being greeted with
an explosive assortment of ads when one logs onto a website. These ads transcend genres of -
commerce, consumer goods, tourism, hospitality, and more. While views on these ads may be
relatively high, the recall seems to be questionable in many cases. In this scenario, tracing the
consumer's preferences for brand advertisements becomes extremely difficult. Herein, we aim
to address the simple question of how a brand must aspire to break clutter and switch to
viewability of the content rather than served impressions, which has been the conventional
way of running ads within the industry. To transform the way ads have been programmed so
far, one will need to pay close attention to the existing metrics and re-evaluate different brand
strategies. The traditional route for marketers adopting online ads has been banners, images,
audio, and video. The measurement was based on served impressions, i.e. the countable times
that an advertisement gets fetched from the source, irrespective of whether it was clicked or
not Viewable impressions, on the other hand, are measurable to a more accurato dogroe. For
an impression to be counted as viewable, at least 50 percent of it must be visible to the user for
a minimum of one second. This provides for some versus no' value, but does it justify the money
spent behind it? According to a study conducted by ComScore, 54 percent of the display ads
that are up on the website are actually not seen and this is despite the fact that some of them
cost a lot. It is implicit that advertisers would be interosted in posts which guarantee a
decidedly higher viewability, so publishers offering such inventory will be at an advantage too.
There's another bonus to this because measurable data of this sort will make it easier for rate
comparison of different brands among multiple publishers. While served impressions havo
been working well towards adding higher numbers to charts and creating a presumption over
the total awareness created through it, there are three primary concerns: If the targeted user
thenage before it leada completak helabe willimice the ad Alot of search and display
vertisers wo
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what is your question please tell me