50% of Your Digital Budget Goes Down the Drain

For digital ads to make an impact, they must be viewed. However, nearly half of all digital ads today are not view-able. All digital destinations like desktop, mobile, in-app, browser, display, video have different ways to measure view ability. As video consumption is increasing day by day, view ability standards are evolving.

According to IAB, Video advertising within an application can be measured using several types of metrics:

• Video Ad Impression (served) – This metric represents the count of the first frame of the video ad, post buffering, if applicable.

 • Video Ad Impression (Viewable) – This metric applies certain thresholds to served impressions that must be met in order to qualify as a viewable impression. These (IAB MMA MRC Mobile 

Application Advertising Measurement Guidelines, v. 1.0 Version 1.0 – July, 2013 Page 11 of 20) thresholds are designed to add greater assurance that there was an “opportunity to see” the ad by the user beyond assurance that the ad was properly served and received by the device.

Still no body is talking about whether the video ad impression was seen by human eye apart from tracking opportunity to see.

Vuliv which deploys EyeVu™ can be a boon to advertisers who are looking forward to the area. It gives you a report on what portion of your ads user were actually looking at the screen of the phone. It uses “Look away to pause” tech to infer the view ability. With this we will be able to take view ability to new heights!

Beyond tracking view ability, it can help advertisers to do A/B testing and link testing as well.