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Help Advertisers Find Audiences with Viewable Impressions

English: John Wanamaker

English: John Wanamaker (Photo credit: Wikipedia)

Advertising has always been a cyclical and tenuous business. The venerable department store magnate John Wanamaker, whom no one even remembers any longer, once said “I know half my advertising is wasted; I just don’t know which half.”  If there’s a blip in the market, advertising is always the first thing to go, and that’s why Madison Avenue is so competitive and littered with Type-A corpses.

What is different now from in Wanamaker’s time is the number of businesses  based on advertising as a business model, as though it can support an infinite number of publishers. Even Google had to diversify. They can’t ALL continue to exist. Before  the internet, we had far fewer publishers than we have now. Some just had to go. Like job opportunities in a downturn, advertising never goes away entirely, but it does shrink.

Advertisers are now choosing among a larger group of publishers, some of whom represent completely new concepts of content and new demographics. So what happens? If you’re a legacy publisher with advertising as a business model, one thing you can do is lower your rates, cut your burn.  Even the New York Times has had to do all this and more.   But there’s something else you can do: you can help advertisers find their audiences by providing high quality content and viewable ad impressions.

You have to get on the train in the direction it is traveling, and this year it is traveling in the direction of viewable impressions. We’ve been going in this direction for almost two years, and with our high impact video formats for publishers, we’ve got what advertisers want.

You can talk all you want about how news is shifting online, how young people don’t read, how bureaus are shutting down, how great reporting is dying. The fact of the matter is, it has never been about news. It has always been about advertising.

If you are an advertiser, you spend your  dollars where you think they will give you the best return. Where will people tolerate advertising? Where will they hear it or look at it? It’s a constant battle between the consumer’s distaste for interruption and the need to sell products. As urban areas grew and literacy grew with them, advertisers figured out that there was an aggregation of people here that they could use to announce and sell products.

Now  there’s a new kind of aggregation and a new kind of digital literacy, taking place online.  The social streams are the town squares of today. Good reporting will eventually happen

online, because people are aggregating there. The first newspapers weren’t very good either–they were sensationalist– and shrill, like Gawker or Buzzfeed. They evolved. Digital media will evolve as well — into what readers want to see.  And good advertising will attract the new digital customer.

It’s useless to bemoan the death of the old publishing model. Instead, the good reporters are going where the people are, and that’s why we have The Verge, Vox and Recode. Even Yahoo has been attracting top talent lately. The advertisers will follow.

We’re all fond of calling new ventures “disruptive,” and it’s usually a compliment. But what happens when something really IS disruptive? This. The death of the old school newspaper publisher.  A whole lot of layoffs. It is not always fun and not always “cool.”  But it doesn’t mean the death of publishing, nor of advertising — just a reset.

After all, we don’t have gas lamps or horse-and-buggies anymore either, but we still read and travel.

New comScore Report Underscores Viewability Metric

The new report from comScore, ”The Digital Future in Focus 2013,″ had some surprising numbers about how fast the digital media market is growing.

A staggering 5.3 trillion display ad impressions were delivered in the U.S. throughout 2012, with Q4 seeing the most at 1.4 trillion – up 6 percent from the previous year. Closing out the year with the greatest number of impressions delivered were advertisers belonging to the Online Media, Retail, and Finance categories, led by InterActiveCorp, Netflix and State Farm Group.

The top ten advertisers online were AT&T with 104.8 billion ad impressions in 2012. Microsoft, which debuted Windows 8 and the Surface tablet this year with 47.4 billion impressions, rose several spots from 2011. Experian Interactive ranked third with 45.1 billion impressions. Newcomers to the display ad leaderboard included State Farm (35.7 billion impressions), Weight Watchers (34.2 billion impressions), Walt Disney Company (27.0 billion impressions) and Procter & Gamble (26.7 billion impressions).
In addition to the big advertisers, the election in Q4 turned digital media into the same battleground we saw on television. The Romney campaign delivered more than a billion display ads, while Obama, who began advertising earlier, peaked at 2.5 billion.

And along with the growth of programmatic buying, 2012 also saw the the proliferation of non-standard ad units, especially for tablets and mobile devices.

The following two things stood out in comScore’s research.
1) “The U.S. online video market also shows signs of maturing from a consumption standpoint, but monetization is picking up steam …., while traditional media players are finding success with carrying TV commercial content. With the demand for high-impact video advertising exceeding the available inventory, look for the online video market to continue its strong monetization momentum – particularly as targeting improves.”
2) comScore research also showed that “an average of 3 in 10 ads are never rendered in-view, leading to significant waste, weaker campaign performance and a glut of poor-performing inventory that imbalances the supply-and-demand equation and depresses CPMs.”

ZEDO High impact formats address both of these key points raised by comScore. We define High Impact Formats as a way for the advertiser to give us standard creative (728×90, 300×250, 160×600 or a TV commercial) for ZEDO to serve on the page.

ZEDO’s Full Screen TV Ads address the first key point in comScore research; they are a way to run TV commercials on high quality brand-safe content sites.

This format is not just a small pre-roll format and not confined to the very limited over-priced inventory associated with brand-safe pre-roll. Instead ZEDO serves the ads on the best sites and they are viewed full screen by the viewer – just like TV. The advertisers love this: easy to buy (just send the TV commercial video file), brand safe sites, lower cost and higher reach than pre-roll and it plays full screen.

ZEDO’s InView format addresses the second point in the comScore research. Simply put we guarantee 99% viewability. Brand advertisers love this – and buy as much as they can get.

In An Age of Mobile, the Big Idea Thrives

It was the legendary David Ogilvy who first said successful advertising was salesmanship. His book referred mainly to print advertising (he

Cover of "Ogilvy on Advertising"

Cover of Ogilvy on Advertising

died in 1999), but although much has technologically changed, little has changed in the psychology of the human beings who buy the advertised products. Advertisers are still interested in getting customers to notice them and buy their products, whether that’s on the web, the tablet, the phone, or the TV.

Ogilvy also said good advertising was dependent on THE BIG IDEA. Without it, he said, advertising doesn’t get noticed.  In his book Ogilvy on Advertising, he defines the criteria for “the big idea”:  Did it make me gasp when I first saw it? Do I wish I had thought of it myself? Is it unique? Does it fit the strategy to perfection? Could it be used for 30 years?

In the move to digital, and now to mobile, we seem to have kept the idea of advertising as salesmanship — think performance advertising and pay-per-click — but forgotten the importance of the big idea.

And perhaps that’s why the CPMs have declined so precipitously for most publishers, and the ROI seems to be absent for many brand advertisers. The ad agencies complain that digital audiences don’t pay attention to ads, and are willing to pay less for reach and frequency online. The publishers complain that they can’t survive in the RTB race to the bottom.

We think the answer to this is the combination of innovative high impact formats with big creative ideas that take advantage of those formats. We want to marry our 99% viewable impressions with outstanding creative to produce big ideas that combine the latest in ad tech advances with ideas that will make viewers gasp. Our shuffle ads and sliders draw gasps from publishers and agencies that see them. Now all the agency has to do (a little sarcasm  here) is come up with the great content for those formats, and we can raise the CPMs for publishers and the ROI for advertisers.

Wouldn’t you like to express your brand’s BIG IDEA through our guaranteed viewable impressions? We’re just waiting to partner up to win some awards and make our publishers more revenue.

 

 

 

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How to Get the Most Revenue From Your Premium Site

This is going to be another confusing year for publishers, as the advertising trend shifts to programmatic buying. In most cases, we think this shift is a good thing, because it will simplify and automate many outmoded and inaccurate processes.  We were among the first to launch an automated platform for advertisers, and now we encourage our partners to use as many ad networks as they can in order to best monetize their sites.

But what happens to eCPMs in this process?  They could, conceivably fall further, or at best  stay the same. For example, the New York Times paywall, while is has created an overall increase in revenues and a more stable subscriber base for the Times, has not raised their eCPMs.

This is complicated, because we have to start from the premise that eCPMs are still the right way to charge for online advertising, and it’s becoming more and more obvious they are poor pricing tools. But we have nothing else for the moment, so assuming we’re still going to charge by CPMs, how do we get them higher?

One way is by trying out innovative formats that generate more viewable impressions. During the past year, we’ve developed more than half a dozen high impact formats that generate better viewability metrics. Many of them have tested at 99% in view.  Our full screen video ads generate consistently higher eCPMs and engagement numbers, and when we show them to new prospects they often cause the people we’re meeting with to call the president or the GM into the meeting immediately. That’s how impressive they are.

The second way is by selling these innovative formats directly instead of putting them out with the remnant inventory. We’re a fully-featured ad server for direct sales, but you can sell these formats directly even if you’re not using us as an ad server.

In fact, many of our newest and best technologies are independent of our ad server, so if you already use an ad server and it’s not us, no worries. You can still benefit from the higher prices you will get from our cool new formats. And so far, I think we’re the only people who have them; we’re not seeing them around just yet, except from our own publisher partners.

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A New Suite of Offerings From ZEDO

Whenever we speak to prospects and customers, we find an interesting challenge — or shall we say opportunity?

Because ZEDO has done so much new development over the past two years, many people who think they know us — customers, vendors, even partners — do not know all the things we do. All they know is what they buy for us, and they are often unaware of what else we have to offer that they might use. We’re going to change that next year.

About two years ago, we expanded from being an ad server to offering a full suite of  outsourced ad ops and revenue enhancement products. This expansion came as a result of requests from publisher partners who realized our technology and our customer service could do more to help them than just serve ads.

We have always been a partner to publishers, and we’ve been with them through their disturbing roller coaster ride from print to digital over the past thirteen years since we were founded in 1999. We’ve been focused on helping them make the change without sacrificing their readers or revenues. It hasn’t been easy, but we’ve tried to stay ahead of the changes for them and be there to guide them down new, more productive paths to revenue.

And then this year, we decided that we had to come to grips with our responsibility to help both ends of the ecosystem — the advertiser as well as the publisher.  We realized that the proliferation of middle men in the system between brands and publishers has caused a decline in eCPMS  on the publisher side and a similar decline in ROI on the brand side.

Tablets and mobile have made this problem a larger one than ever, because many site visitors use multiple screens to visit their favorite sites. So we brought out a suite of high impact ad formats that work on tablets as well as PCs. These formats satisfy the new metrics for viewable impressions, and provide compelling new real estate for our publisher partners to sell direct — as premium inventory, not remnant.

On the other side of the table sit the brands, looking for ways to buy media that is finely targeted, brand safe, and effective. Most of their media buyers are confused by all the intermediaries between then and the sites they’d like their brands to appear on. So for large agencies and holding companies, we’ve created a white label direct pipe from the media buying departments to our publisher partners, allowing them to set the standards and terms for their media buys, and removing the intermediaries that raise their costs.

We’re in the process of making a visualization of our product offerings that we will use in all our communications. Stay tuned, and in the mean time, ask us what we have especially for your needs.

 

 

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ZEDO Advertising Technology Updates – October 2012

October has been a busy month for our development team as we planned some important upgrades to boost the performance and quality of our system.

While our main focus was on Quality, we also released the following features.

Ad Title Layer

As Google knows, ad networks can gain brand recognition by including their name on the ads they serve. ZEDO’s Ad Title Layer feature lets customers display their company logo or name on ads, helping with marketing and branding.

We built this feature based on customer demand and it’s very simple to use: Enable the feature and upload the Ad Title in Account Preferences, then apply it when trafficking individual ads.

In Account Preferences, select the Enable Ad Title checkbox and enter the info and file(s) for the Title.

In the trafficking form, select the Include Ad Title checkbox and the Title will show up on the ad.  

All Channels impressions in Rank Ads

The Rank Ads tool shows impressions served on a selected channel, but some of our customers felt it would be nice to have a column which shows the impressions delivered on all channels as well, so we added it. This will help analyze how the ad is doing on the selected channel as compared to others.

The new column is titled Imps All Channels and can be seen for both Today and Total data.

Auto levelling and SMS notification settings in Account Setup

We’ve added a lot of options to Account Preferences and My Preferences in the Admin tab, which allow you to set your default preferences and customize the UI and settings for many features. The two most recent additions are:

  • Auto levelling settings in Account Preferences
  • SMS/Email notification settings in My Preferences

Auto levelling in Account Preferences

SMS/Email Notifications in My Preferences

Global Search for Custom Ad Trafficker roles
Until now, the global search option (search for any entity in the Search box) was available only for default ad traffickers; now, by customer demand we have added access for Custom Ad Trafficker (CAT) users. Access for more role types will follow.


ZEDO Integrates comScore Validation Tools for Online Video Campaigns

  

comScore vCE for Video Can Now Include Viewability in Addition to Audience Validation for Online Video Market, Improving Cross-Media Integration with TV

 

RESTON, VA, October 1, 2012 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced the global introduction of validated Campaign Essentials™ (vCE) for Video, which measures GRPs, demographics and behavioral profiles of  audiences reached by video campaigns, as well as the extent to which video ads were actually viewable by consumers. This innovative new solution builds on comScore’s existing video campaign measurement capability, which has been used extensively by clients over the past three years. By introducing comScore’s video validation technology, vCE Video now also delivers unique insight on whether the video ad was actually seen by a real viewer, bringing these metrics into closer alignment with TV based on a similar ‘opportunity to see’ standard.

 

“comScore is delighted to announce the availability of vCE Video, delivering a solution for the growing need in our industry to better align video campaign measurement with TV through the validated GRP,” said Anne Hunter, Senior Vice President, Advertising Effectiveness Products at comScore. “Our extensive work to date measuring online video has shown it to be an extremely effective advertising platform, especially at reaching younger audience targets. But the introduction of viewability measurement provides an important new level of validation that significantly improves the ability to quantify the impact of video ads. These new insights bring enhanced transparency and accountability for advertisers and agencies and promise to improve the monetization opportunities for publishers, while also allowing for the seamless integration of online video with TV in cross-media campaigns.”

 

More than 120 advertisers and agencies and 80 publishers in 28 countries have conducted digital campaign measurement with comScore vCE, which received MRC accreditation in August for campaign verification. vCE Video is available on a global basis, and has the strong support of a broad range of leading partners, including Accordant Media, Adap.tv, Adconion, AdJuggler, Ad-Juster, Inc., AdoTube, AOL, Casale Media, Centro, Comcast Media 360, CPX Interactive, DataXu, Extreme Reach, Firefly Video, FreeWheel, Innovid, Jivox, LiveRail, MediaMath, Mediaplex, PointRoll, Solve Media, SpotXChange, TubeMogul, Turn, Unanimis, Undertone, Videology, VINDICO, and ZEDO.

 

vCE Video Product Details

vCE Video provides both traditional audience measurement of video ad campaigns, as well as validated measurement. comScore’s traditional campaign measurement includes Reach, Frequency, Gross Rating Points (GRPs) and Target Rating Points (TRPs) based on impressions. Validated video reporting metrics – validated Reach and Frequency, validated Gross Ratings Points (vGRP’s) and validated Target Rating Points (vTRPs) – provide a better accounting of which consumers can actually be influenced by the ad’s content because they viewed it.
vCE Video’s reporting capabilities are designed to be compatible with TV campaign measurement, including overnight reporting of audience demographics and integration with comScore’s new multi-platform audience data that includes TV. Available demographics for vCE Video include age, gender, household income, household size, race, and ethnicity in the U.S. and vary in other countries according to local demographic reporting standards. Video campaigns can also be measured against more than 70 different behavioral segments on a global basis, allowing advertisers to understand the impact of viewed impressions on segments of people with similar behaviors, such as auto, food or travel enthusiasts. vCE Video reporting metrics can also be combined with other digital campaigns involving display and rich media to provide an unduplicated view of audiences across multiple ad formats.

 

comScore will work with Making Measurement Make Sense (3MS) and other industry bodies as viewability standards for video measurement continue to evolve. Until official industry standards are adopted, comScore will work with clients around mutually agreed-upon standards.

 

Leading Video Platforms & Media Companies Highlight Benefits of comScore vCE Video

“To get the best measure of campaign performance, buyers need insights that tell them which ads have the greatest opportunity to reach and impact the viewer. Improvements in campaign reporting like comScore’s vCE Video enable those insights. It’s this type of innovation that is helping advance our industry.”

–       Toby Gabriner, President, Adap.tv

 

“We have been working very successful with comScore validated Campaign Essentials for the past several months for our performance business, Adconion Direct, across several markets. We are absolutely thrilled to be able to roll this out as well to smartclip, our multiscreen video and brand advertising platform. The comScore vCE Video solution encompasses a vast array of advantages, which will benefit the entire industry, including the global scalability and – in particular – the reflection of the steady growth of video in the multiple-device world as we see it today and where we can see a huge amount of growth in the future. The precise and accountable measurements by comScore give all players in the market the transparency and accountability for campaigns on all devices.”

–       Tyler Moebius, CEO of Adconion Media Group.

 

“AOL has been a key driver for accelerating the flow of ad dollars from TV to online. We’re proud to offer our clients a tool that helps ensure their campaign spend drives visibility among the most receptive audiences. It’s this kind of equivalency with TV measurement solutions that will help push our industry forward.”

–       Ran Harnevo, SVP of Video, The AOL On Network

 

“The Digital Upfronts are quickly changing the dynamics of how online video advertising is bought and sold. The ability to verify viewability against a specific target audience helps bring digital video into closer alignment with TV, making the buying and selling process more seamless and integrated.”

–       Tom Straszewski, VP Interactive Sales, Comcast Media 360

 

“Innovid’s integration with comScore’s vCE Video platform provides our clients with familiar reporting metrics critical to evaluating the success of their video ad campaigns. As we continue to evolve towards ‘TV Everywhere’, data and analytics that facilitate apples-to-apples comparisons with traditional advertising empower brands to make sound media buying decisions across the multiple platforms available to them.”

–        Zvika Netter, CEO and Co-founder, Innovid

                 

“Video campaign GRPs were a necessary first step to facilitate cross-media planning with TV, but viewability represents a giant leap forward in video’s quest for TV dollars. It introduces a new standard for validated views that begins to leverage the immense measurement capabilities of digital video for traditional TV buyers.”

–       Mark Trefgarne, CEO, LiveRail

 

“We are really excited that comScore recognizes the importance of viewability and audience validation for online video. Being able to verify that video ads were actually seen by the target audience not only helps instill confidence in the online video advertising space, but it also creates better alignment with TV measurement. We are constantly looking for innovations like vCE that advance and provide value to the entire advertising ecosystem.”

–       Todd Pasternack, Director of Creative Technology, PointRoll

 

“We welcome comScore’s commitment to addressing the issue of viewability within video advertising. Viewability is a key metric for valuing media and validation from an independent provider like comScore is important to ensure credibility and clarity for brand-focused advertisers.”

–       Young Jin, Senior Director, Video Product Management, Undertone

 

“Advertisers are demanding comprehensive audience demographic measurement to better understand their video campaign performance. Verifying the demo-make up of their target audience and using TV measurement solutions gives advertisers the best cross-platform assessment of their campaign. Integrating comScore’s vCE product into VINDICO helps advertisers easily validate their audience at scale.”

–       Matt Timothy, President, Vindico

 

“ZEDO is committed to measuring and validating results for its publisher and advertiser partners. That’s

why we worked with the original AdXpose, and why we are now signing on to a partnership with comScore for their validated Campaign Essentials (vCE) program. This is an added bonus for our customers, who understand the importance of their ads actually being seen. In fact, the viewable impressions metric for our InView Slider ad is consistently 99% as measured by comScore.”

–       Paul Prior, President, ZEDO

 

About comScore validated Campaign Essentials

comScore validated Campaign Essentials (vCE) is a holistic solution for complete campaign delivery validation and in-flight optimization. Unlike existing single-point solutions, vCE provides an unduplicated accounting of impressions delivered across a variety of dimensions, such as ads delivered in-view, in the right geography, in a brand safe environment and absent of non-human traffic. This measurement eliminates all impressions that never had a chance to make an impact, providing a more realistic and accurate picture of campaign delivery. vCE reports on comprehensive demographics, behavioral segments and reach and frequency, delivering a cross-media comparable GRP metric to the marketplace.

 

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit www.comScore.com.

 

Cautionary Note Regarding Forward-Looking Statements

This release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934, including, but not limited to, expectations regarding the impact and benefits to comScore from the vCE family of products, financial or otherwise. These statements involve risks and uncertainties that could cause our actual results to differ materially, including, but not limited to: the features and characteristics of the products, the rate of development of the digital marketing intelligence, Internet advertising and e-Commerce markets; the growth of the Internet as a medium for commerce, content, advertising and communications; and the acceptance of new products and methodologies by the industry, including existing and prospective clients.

 

For a detailed discussion of these and other risk factors, please refer to comScore’s most recent respective Quarterly Reports on Form 10-Q, Annual Reports on Form 10-K and from time to time other filings with the Securities and Exchange Commission (the “SEC”), which are available on the SEC’s Web site ( http://www.sec.gov).
Stockholders of comScore are cautioned not to place undue reliance on forward-looking statements, which speak only as of the date such statements are made. comScore does not undertake any obligation to publicly update any forward-looking statements to reflect events, circumstances or new information after the date of this press release, or to reflect the occurrence of unanticipated events.

 

 

 

 

Image representing comScore as depicted in Cru...

Image via CrunchBase

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Don’t Confuse ZEDO High Impact Formats with Traditional Rich Media

For years, ZEDO has led the market toward better online advertising. We think of ourselves as innovators without being risk takers, working to ensure the success of our publisher partners by helping them realize higher CPMs from innovative ads.

At the same time, we help provide brands and agencies a better return on investment with our High Impact Formats. And we do that without requiring that creative be customized, because our formats fall between standard ads and rich media formats. Our High Impact Formats take advertisers’ existing creative without customization and do more with them. And the formats do work well: users see them and they allow great advertising.

Our vision is a win-win in digital just like the one we are used to in TV. The content provider benefits. And the advertiser benefits.

So we understand why our customers get so excited about our 99% viewable impressions formats. The sales people want to sell them: they get better results and premium CPMs. We know that sometimes the editorial teams and the UI teams are suspicious that users will react react badly. We can understand that, because publishers also have brands to maintain and build. And we therefore offer 9 different high impact formats AND many settings to control how they look on the site.

Now we’ve been serving these formats long enough to know that users actually don’t mind them – some even like them. We have formats that shuffle, formats that contain video, formats that play full screen video and formats on travel sites that look like beautiful content pieces.

That’s why we call them “high impact formats,” they are fun and cool and people see them. They are not standard, boring old banner ads. We’d be interested in showing them to you and asking your feedback.

ZEDO Advertising Technology Updates – May 2012

VAST Events Report
Now you can track all sixteen IAB standard events for a VAST Ad in ZEDO. We added a multi-select box  in the VAST Ad template that allows customers to choose the events they would like to track for an ad. See below:


To see the report for all sixteen events, look under the  Reporting tab.  In this first phase we are allowing you to pull only the “creative summary report “ for all events. See below:



We plan to add more types and filters in upcoming releases.

Adhoc Report Read Only Access For CAT
Default Ad trafficker users can now allow custom ad.traffickers  read-only access to  Adhoc reports. See below:

My Preferences
As the name says this is a new section in our Admin tab which will allow you to set your preferences. You can change the default settings of our dashboard views, set the default rank ads settings and more, as displayed below:

We will continue to add more options in this tab in future releases

Dock Main Navigation Pane
As part of the effort to enhance user experience, the navigation pane now docks to the top of the page, and remains on the screen unless removed. This allows users to access the navigation easily, especially on lengthy pages. This project was led by a group of young developers at ZEDO, who recognized the importance of navigation in the UI and worked to give it prominence. See below:



Global Search Revolutionized
We have revolutionized our global search by adding simple commands that will allow you to jump to any page or any task. For example:

  • Type ” create campaign” press enter and jump to create campaign page.
  • Type “create ad in <campaign name> and jump to create ad of that campaign.

There are many more commands to help you jump to any page without any navigation. See below:


Things you can do next:
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ZEDO is Known for Viewable Impressions

The conversation about viewable impressions is just beginning. We now know that we can reliably serve ads, because we have been doing that ourselves since 1999. But more and more, advertisers want to know that their ads are seen, rather than just served.

More often than not, you hear ordinary people, the ones advertisers are trying to reach, say “I don’t even see the ads when I go to a site. I just scroll past them.” This becomes increasingly true as mobile devices become the primary ways by which people read. The classic banner ads produce disappointing returns.

Our customers, often major publishers, began to ask us more and more often for ways they could prove the ads on their sites were actually seen, especially since the are paying by impression. And the inability to prove that ads are being seen has dragged down the CPM, and this the revenue, for publishers.

About six months ago, we decided to come up with a solution for them called “InView Formats.” These ads are designed to display in such a way that the user has to see them. These ad formats perform beyond our wildest expectations– it consistently delivers 99% viewable impressions. They are beginning to excite the market.

We are not just measuring what is viewable and what is but we are innovating formats and placements that ensure that Internet ads are 100% viewable or viewed by users.

How do we prove our success? We partner with comScore, whose AdXPose product measures constantly. And as the advertising industry moves toward buying only viewable impressions, and the dollars spent move this way – we have seen RFPs that say they only want to buy viewable impressions, we have a core technology product that creates only viewable impressions. This is ahead of the market, it is exciting and it makes Internet advertising better for the publishers and the advertisers.

ComScore is recognized as the most reliable measurement tool in the industry; in fact, many complain that it is too conservative in its measurements. But with 99% viewable impressions, we can’t complain.

We are now testing even more innovations some of which include video, to see if we get as good viewable impression results. We’re all over viewable impressions, so we will let you know here, in the blog! It’s a very exciting time at ZEDO. If you need viewable impressions as an advertiser or a publisher – call us. We have the technology.

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