Viewability remains a bone of contention in digital advertising as the industry struggles to compromise on a standard approach for measurement.
The push for viewability as the future currency of digital advertising has been hotly debated in recent years. Advertisers who have increased their digital spend to transact on a vCPM model want to see a proven return on investment, despite the industry failing to compromise on a solution that effectively measures the success of digital campaigns.
In Spring 2016, Theorem partnered with Sublime Skinz to produce its Viewability & Brand Metrics Study: designed to assess current views on the viewability standard as an effective engagement metric. The study was conducted with a panel composed of US executives from both agencies and publishers through a combination of quantitative and qualitative techniques.
Among many notable findings, we discovered a whopping 63 percent of panelists attributed a fragmented vendor scene to discrepancies in digital campaigns, along with an overall confusion about viewability, in-market.
Source: Theorem Viewability & Brand Metrics Study