Tech Talk with GumGum: Viewability in Focus
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Transcript of Tech Talk with GumGum: Viewability in Focus
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VIEWABILITY IN FOCUS
Presented by:
Phil SchraederFebruary 21, 2014
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THE PROBLEM
Viewable Not Viewable
54%46%
Source: comScore validated Campaign Essentials data 2012-13 Global
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$10,682,000,000
A VERY COSTLY PROBLEM
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VIEWABLE IS NOT “SEEN”
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VIEWABILITY MADE EASY
In-image advertising leader Most viewable display units 10x engagement metrics Agency and brand adoption High growth ad-tech platform
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VIEWABILITY UPDATEMaking Measurement Make Sense (3MS)
MRC Accredited Measurement Vendors
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VIEWABILITY UPDATE MRC reconciliation report due within weeks
“Viewable Impression Advisory” lifted at end of Q1 We (the market) must determine what it means to
“transact” on viewable impressions
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VIEWABILITY BENCHMARKS
77%58
%51%
86%
NetworkBenchmark
Publisher Benchmark
Network Benchmark
GumGum Average
53%
31% Publisher
BenchmarkGumGum Average
82% Average
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GUMGUM VIEWABILITY
80%
Viewability
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75%
Viewability
GUMGUM VIEWABILITY
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Stay informed at MeasurementNow.net Initiate dialogue within your organization Test with various measurement vendors Establish protocols for transacting on viewable
impressions with vendors Be ready to change with the tide in 2014
VIEWABILITY RECOMMENDATIONS