Viewability Issues Place Online Media Under Greater Scrutiny

Viewability Issues Place Online Media Under Greater ScrutinyMarketers Overwhelmingly Call for Third-Party Measurement of All Digital Media Owners’ Inventory

NEW YORK, NY —  On going issues with online viewability are forcing marketers to rethink their marketing budgets. Six in 10 marketers would shift their ad spending elsewhere if third-party measurement is not provided by digital media owners, according to a new survey by The Association of National Advertisers (ANA). The ANA found that nearly all respondents believe that all digital media owners’ inventory should be measured by a third party.

The need for third-party verification was reinforced by an overwhelming 90 percent of responders who said they are not fully confident that their digital working media meets industry viewability standards. The call for impartial verification was reinforced by 61 percent of ANA respondents indicating they would shift their spending elsewhere if digital media owners did not provide independent measurement.

“During a time of intense scrutiny on transparency and accountability, it’s vitally important that all digital media owners measure viewability by an independent third party, consistent with industry standards. That’s just ‘table stakes’ for digital advertising,” said Bob Liodice, ANA president and CEO.

Some large media owners do not allow third-party measurement vendors to report viewable ad impressions to their clients. Instead, they utilize internally derived metrics that have not been independently verified. Currently, more than 20 firms are accredited by the Media Rating Council (MRC) to measure digital advertising viewability. Nearly two-thirds of ANA respondents feel “very strongly” that a digital media owner should have internally derived metrics accredited by the MRC.

The ANA will continue working with the Media Rating Council and other industry trade associations to elevate the importance of this issue and drive industry standards. “The future of digital advertising measurement relies on heightened accountability through consistent industry standards by all in the ecosystem,” Liodice said.

Endorsing the findings, the 4A’s Measurement Task Force said, “The 4A’s feels that the growing importance of this issue is demonstrated by the fact that 61 percent of clients are willing to shift dollars to digital media owners which use independent measurement sources.” The Alliance for Audited Media noted, “The quality of the digital supply chain is only as strong as its weakest link. Marketers have a vested interest in ensuring that all the various technologies, platforms, and media channels on which their digital ads run have been independently verified as meeting industry standards. Marketers must take the lead by demanding the accountability and transparency that come with a third-party certification audit.”

“Marketers should insist that digital media owners provide third-party verification to optimize accountability and cross-media comparability,” said Bill Duggan, ANA group EVP. The bottom line, Duggan said, “is that the ANA will continue to urge marketers to demand greater transparency and accountability for their digital media investments and support accredited third-party verification.”

The survey was conducted among ANA members during the summer of 2015. There were 154 respondents.

Free Report: 7 Content Marketing Tips Every Business Should Know

Free Report: 7 Facts About Content Marketing Every Business Needs to KnowResearch has shown that organic search is responsible for more than 60% of a website’s traffic, and Google currently has more than 93% of the organic search market, so being visible in Google matters.

Search engines have become an indispensable part of the decision-making and buying process, which means that visibility in organic search results is paramount for every business. Visibility in organic search results connects you with searchers who are most likely to engage with your company, but gaining visibility on Google is challenging for most companies.

Having an online presence does not automatically guarantee online visibility. Recent changes to Google’s search algorithm have had a major impact on how content is ranked in online search results, creating winners and losers in the process. This free guide provides you with the facts you need to succeed in today’s online search environment.

Download your free copy here

0 Comments

Leave a reply

Your email address will not be published. Required fields are marked *

*