Beat the second: Stop paying for blinks?
Amidst the cacophony of discussions about reach and impressions, a blunt question demands our attention: what's the hullabaloo all about? Viewability, is measured by demanding a mere 50% of an ad to grace the screen for a meager one second. Let's strip away the euphemisms and confront the stark reality - what does that paltry one second really deliver? Spoiler alert: it's not a boon for advertisers or the audience; it's a golden ticket for those profiteering from the almighty CPM. The conversation needs to shift from appeasing metrics to demanding genuine impact. It's time to cut through the smoke and mirrors and demand metrics that truly matter.
The Challenge of Views and Viewability
Views, often seen as the holy grail of advertising, measure the number of times an ad is displayed. On the surface, it is a straightforward way to gauge the reach of an ad campaign. But does a mere view equate to genuine engagement? Let's delve deeper.
According to the Interactive Advertising Bureau's (IAB) desktop display impression measurement guidelines, an ad must be at least 50% visible for one second to count as an impression. This guideline was introduced to ensure that ads are not just served but are also seen. However, as highlighted in various industry articles:
Engagement: A Holistic Metric
Engagement is a FACT. It is measured by a person taking an action. There's no question that when a user clicks, swipes, scrubs, spins, plays, or presses on an ad they have seen it. They've seen it and interacted with it. And if you're paying for engagements then EVERY PENNY OF YOUR BUDGET is working for you.
领英推荐
Engagement is a more holistic indicator of an ad's impact. Users who actively engage with an ad are more likely to retain the message and convert. It signifies a connection beyond a fleeting glance, providing valuable insights into the effectiveness of an ad campaign.
Why Engagement Matters
Conclusion
In a world where digital advertising metrics are evolving, the limitations of views and viewability become apparent. The IAB guidelines and insights from the Medium article emphasize the need for a paradigm shift toward engagement metrics. As advertisers, our focus should be on creating content that not only captures attention but encourages meaningful interaction. It's time to move beyond the illusion of mere views and embrace the true measure of success: engagement.
Sources