Why page quality is more important than viewability. (Click to
Without the addition of page-quality data, viewability will
never give advertisers what they really want: a measure of how well
their ads stood out. Programmatic buying has trained us to believe
in that each impression has value. If each impression counts, then
advertisers should a) stop buying blind inventory and b) demand the
addition of page-quality information.
If we can raise our awareness beyond the lamppost, we will find
ways to improve upon viewability. Big -money brand advertisers will
gain the ability to gauge the effectiveness of their programmatic
spend. Thus armed, they can compare that effectiveness across
publishers, and can then communicate to publishers, via the pricing
function, the kind of supply that truly interests them.
A viewability metric that includes page-quality data also aids
publishers, by giving them a way to improve the quality of their
pages -- the layout, the ad quantity, the type of ad that works
best -- so they can attract better advertisers and better readers
alike. When engagement goes up, and pages and audiences become more
valuable, the ecosystem improves for everyone.
Look at the gray areas on the two pages pictured here. They
offer equivalent viewability, but the environment of the one on the
right resulted in a much higher ad recall among surveyed readers.
Which matters more to an advertiser: being seen, or being
Clutter isn't just the advertising, it's everything -- the
entire environment of a page. If we take a page out of Apple's
design book and focus on creating content experiences that are more
elegant, even long-tail content can be sold as premium -- because
advertisers could count on finding the right audience, the right
content and the right environment.
That's what can happen if publishers give advertisers
noticeability, rather than mere viewability.
ABOUT THE AUTHOR
Philipp Pieper is
founder and CEO of Proximic.