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PLANNING FOR THE VIEWABLE FUTURE

PLANNING FOR THE VIEWABLE FUTURE. iMedia Breakthrough Spotlight October 21, 2013. AGENDA. Viewability overview U pdate on industry viewability initiatives Q &A and discussion. IN-IMAGE ADS. IN-SCREEN ADS. THE PROMISE.

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PLANNING FOR THE VIEWABLE FUTURE

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  1. PLANNING FOR THE VIEWABLE FUTURE iMedia Breakthrough Spotlight October 21, 2013

  2. AGENDA • Viewability overview • Update on industry viewabilityinitiatives • Q&A and discussion

  3. IN-IMAGE ADS

  4. IN-SCREEN ADS

  5. THE PROMISE • Banners influence the attitudes of users because measurable advertising impressionscan help build the brands being advertised. “ ” December, 1996

  6. THE PROBLEM vCE Benchmarks – June 2013 Source: comScore validated CampaignEssential data 2012-13 Global

  7. THE PROBLEM “ • There's a lack of confidence on the part of lot of marketers…if no one is seeing the ad, it's wasted money. ” July, 2013

  8. THE PROBLEM $10,800,000,000

  9. UNVIEWABLE IMPRESSIONS • Below-the-fold impressions • Unknown browsers • Spidersand bots • Automated impression generation tools • Slow page loads and server latency

  10. HOW DO WE GET THERE? • Viewable Impressions Defined: • 50% or more of the ad rendered on screen and is present for at least one second.

  11. HOW DO WE GET THERE? • Making Measurement Make Sense (3MS) • Lift MRC “Viewable Impression Advisory” • Start transacting on viewable impressions

  12. WHO GETS US THERE? • Analytics Vendors • Concerned Publishers

  13. VIEWABILITY MATTERS • $10.8B! • Industry accountability • Price integrity and value • Accurate, cross-media measurability • Required for more brand dollars to move to digital

  14. RECOMMENDATIONS • Stay informed at MeasurementNow.net • Initiate dialogue within your organization • Test with various vendors • Be ready to change with the tide in 2014

  15. THANK YOU Tony Winders tony@gumgum.com (310) 260-9666

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