For advertisers it is very frustrating to pay for ads which aren’t exactly seen by many. I mean, do you really see the ads yourself? And if yes, then what are the chances? 10% – 30% to the most. The viewability needs to be improved for the ads. Keeping this concern in close focus, GroupM Canada has drafted a new deal this January which highlights a few points (mentioned below);
Advertisements should be easily visible on the screen, so that visitors or viewers don’t have scroll down too much.
For video ads, sound should be “on” and the video must be played by pressing the “play” button. Moreover, the video should be played for 50 % of its total time.
Chief Trading Officer, GroupM Canada; Mr. Neil Johnston highlights the new strategy by commenting on the stricter and tougher standards to comply, when doing digital business with GroupM. “I don’t think any media company set out to charge for something that isn’t being seen,” Mr. Johnston said. “But in digital media, because the [prices charged for ad space] are so much lower, people weren’t keeping quite as close an eye on it.”
This is a well-planned and conceived strategy that is implemented by GroupM Canada because in digital space, the viewability’s issue is a serious concern. There are fake visitors involved that are actually bots which impersonate human actions over the site. This makes people believe that the website is getting regular and continuous web-traffic, which in reality is not the true case. On the contrary, there are also examples where an ad is placed on the website but it’s hard to get views because of it improper placement. This viewability concern is severe and serious. This is definitely going to be a game changer in digital industry.
All the best to the entire team of GroupM for bringing the much needed change.