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Tim Springstead VP North America Sales ADARA

How can agencies get a handle on viewability using first party data analytics?

Viewability has many digital marketers stumped but that’s not to say it’s impossible for agencies to achieve success for brands. Research released in December 2014 from Google found that 56 percent of ads on the Internet are never seen, indicating a necessary overhaul of ad success measurements. The Interactive Advertising Bureau created a standard that stipulates an ad is considered viewable if 50 percent of its pixels are in view for a minimum of one second; for desktop video, that standard is 50 percent for two seconds. This guides an effort for a consistent standard, helps marketers get more comfortable with buying digital media and ultimately helps all parties align on a common currency.

At first glance, it may seem like the higher the viewability rate, the better. However, one hundred percent viewability is not a realistic goal in digital media. Pouring resources into a campaign may actually lower ROI and therefore waste marketing dollars. Marketers need to define their goals and expectations for campaigns and align metrics including viewability to these goals. With campaigns where high viewability is a priority, there are several Media Rating Council accredited vendors that can help take the guesswork out of the process, including Integral Ad Science and Double Verify.

Viewability is a topic that digital marketers should take seriously and view as an opportunity going forward.

Tim Springstead, VP North America Sales, ADARA

As advertisers and publishers shift from an ad-served model to an ad-viewed model, the right data tools can help marketers eliminate unseen impressions and improve viewability while better gauging the value of campaigns.

Marketers need predictive, actionable insights specific to their business objectives and that is a result of sourcing high quality, first-party data and analyzing it using the right mix of tools.

With the sheer volume of available data, which data sets should marketers tap into? At ADARA, we have observed that travel data is uniquely predictive and is advantageous because it allows marketers to see their audience at an individual level. Using a combination of loyalty, search and booking data, ADARA has been able to connect and condense 170 billion data points from more than 90 data partnerships with the world’s leading travel brands into 300 million unique profiles. With this insight, marketers can eliminate wasted impressions by reaching the right people at the right time. The ability to identify the consumers who will be most interested in the advertised products and services is a method that will improve viewability and engagement.

Data is useful for distributing a campaign and also measuring its performance to determine the value it contributes to measurable business goals such as sales. With sophisticated analytics tools, marketers can go beyond the viewability measurement. For example, ADARA’s new Attribution Analysis tool allows campaign managers to track and link actual transactions to the marketing source and gets to the heart of tactics working most effectively to enable engagement, spur loyalty and drive purchases.

Viewability is a topic that digital marketers should take seriously and view as an opportunity going forward. Rather than focus on viewability as a percentage, marketers need to look at the bigger picture of whether their digital campaigns are supporting concrete, measurable business objectives. The amount of data that is ready to be extracted and analyzed to achieve better marketing performance grows every minute as the tools to help are sharpened and refined constantly. ADARA looks forward to helping companies use data to set and accomplish viewability goals to drive business performance.