Consumers set up a blockbuster holiday season at the Box Office
After the discovery that some advertisers were paying for video ads which were not being viewed by actual consumers, the Media Ratings Council last year defined a standard for “viewability”. Now some brands are finding a link between increased viewability and improved sales, says Comscore executive chairman emeritus Gian Fulgoni.
In this video interview with Beet.TV at the 2015 Beet Retreat, he cites a Kellogg’s campaign, which found "a 45% improvement in viewability causes a 75% sales impact": "That’s pretty compelling; if an ad isn’t seen by a human, it has no chance of affecting behaviour".
Fulgoni concludes: "Advertisers will start demanding higher viewability. The advertiser gets better results … it increases their confidence .. next thing that happens is, they spend more money."
Comscore MMX® Multi-Platform provides an deduplicated view of total audience behavior across desktops, smartphones and tablets.
Request a demo