Will Viewable Impressions Become the New Currency?
Submitted by Wed, 06/20/2012 - 10:24on
Every few months Acceleration hosts a breakfast to discuss the latest trends, challenges or top topics. This week we are hosting a breakfast on - Will Viewable Impressions Become the New Currency?
The concept of measuring viewable impressions (as opposed to served impressions) has been simmering under the surface of our industry for a few years now. Small technology start-ups like RealVu have been beating the drum for the past 3 years at trade shows and even got the US Media Ratings Council to formalise the metric. But in the past few months, developments like the release of Comscore's Validated Campaign Essentials (vCE) product, Google's announcement of "Active View" as part of their Brand Active initiative, and ESPN's announcement last month that they are trialling the selling of only viewable impressions, have put the topic centre stage.
At our next Breakfast Club session we will discuss what the viewable impressions standard is all about, how the industry players mentioned above are addressing the issue, and what the potential impact could be on your business. Is it a threat or opportunity? How do go about assessing the impact?
For more information please email us at firstname.lastname@example.org
"In today’s world, marketers and advertisers persistently seek out new and innovative ways in which to interact with the user. Whilst the typical smart phone or tablet user desires fast processing, high data speeds and well-designed operating systems, they expect high quality pictures and video playback.”
Gerhard Swart,Digital Acquisition Services