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:

• Duration of Visibility: A study on medium.com reveals that, on average, an ad needs to be visible for 37 seconds to be truly effective and achieve 3+ of actual gaze. There is a clear separation between viewability and gaze let alone the difference between what is actually counted as an impression. The vague requirements compared to what is needed to register highlight the clear faults with CPM.

• Viewability vs. Engagement: This warc.com article emphasizes that viewability and engagement are not synonymous. Assuming that anything non-viewable was not seen, as some advertisers do, oversimplifies the complexity of user interactions with ads. To understand the real impact of an ad, we must look beyond viewability and measure for certainty. Does that really give any indication of success?

• Blink and you’ll miss it: The study by Lumen found that 91% of ads are viewed for a second or less, further highlighting the metrics' vagueness when it comes to measuring success. Even a blink of an eye can last up to 0.4 seconds showing that 80% of people could be missing your ad in the time it takes to blink! Do you really want to be wasting 91% of your budget on less than a second?

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.

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

• Quality Over Quantity: Engaged users are more likely to convert, making engagement a more valuable metric than sheer views.
• User Experience: Engagement metrics reflect not just visibility but the user experience, indicating how well the ad resonates with the target audience.
• Brand Recall: An ad that sparks interaction is more likely to be remembered, contributing to long-term brand recall.
• Making budgets count: Why are brands wasting 91% of their budgets? How often are +% metrics campaign on campaign hiding negative ROI?

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

https://www.marketingweek.com/marketers-continue-to-waste-money-as-only-9-of-digital-ads-are-viewed-for-more-than-a-second/

https://www.warc.com/newsandopinion/opinion/visual-engagement-a-reminder-of-viewabilitys-roles-and-responsibilities/en-gb/2390?

https://www.iab.com/wp-content/uploads/2016/12/Desktop-Display-Impression-Measurement-Guidelines-US-MMTF-Public-Comment-Final.pdf?

https://medium.com/stronger-content/how-long-does-a-digital-ad-really-need-to-be-visible-on-screen-to-get-counted-as-a-one-second-3382aae0ec9b?