For advertisers looking to optimize the value of every impression, viewability benchmarks are simply not enough.
Viewability metrics provide but a glimpse into one indicator of ad placement quality, but that glimpse is not enough. While an ad that is never in-view has no chance of having an impact on a viewer, an ad that is in-view for only a brief moment doesn’t have much better odds.
Marketer inclusion of connected television into their media mixes is a curious tale. Gone are the days when campaigns can afford to waste countless impressions on the wrong audiences. Strained by an ever-increasing demand to drive measurable results for the businesses they represent, most marketers have flocked to highly targeted and measurable channels.
Historically, retail marketing has been viewed in two parts: online and in-store. However, the user journey is far more nuanced than this, as shopping has evolved into a true omnichannel experience. Now, marketers are scrambling to keep up.
When examining the customer journey, it is clear that cross device targeting is essential for any effective campaign. Indeed, a majority of senior marketers surveyed by the IAB earlier this year confirmed that cross-device audience recognition is an area that is getting considerable attention in 2018.
However, the targeting of those devices remains an area where advertisers are still seeking better solutions. In this pursuit, many advertisers are turning to a blended tactic, targeting both households and the consumers within.
In the realm of digital marketing, 2017 was nothing if not dramatic.
We saw programmatic become increasingly dominant. We saw newer innovations, such as Dynamic Creative Optimization and Programmatic Native, shake up the scene. We banded together to fight back, on behalf of our clients, against bot fraud and threats to brand safety. And we significantly expanded our partnership with Sizmek to help our clients stay strong, nimble, and competitive in a landscape defined by constant change.