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.
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.