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How to help Transparency in being more Transparent in Digital?

How to help Transparency in being more Transparent in Digital?

The Digital Geek: We should add media transparency tools, viewability, ad serving, etc and track the success of our campaigns! Our KPIs and Metrics are all over the place. The creative are just adapts from print or outdoor. We should invest in exclusive digital creatives The Boss: How much will it cost for the transparency thingy? The Digital Geek: about 2-3% of our campaign budget, and so in this case, INR 35,000 The Boss: Can’t waste that much son, let’s add this money into our INR 800,000 of cool VR Campaign that will drive PR for a month. The Digital Geek: #FML , #Facepalm (PS: Digital Marketing still works this way in 2017!)
The funny situation or irony is that media agencies are being quick to deny that there is any media transparency problem, but the fact is that there has always been a transparency problem in regards to buying and / or planning media The other issue is that the growth of digital media technology p…

Over 50% Ads are NEVER seen by humans!

More than half of the digital impressions globally are non-viewable What is Viewability? The industry standard as developed under the leadership of the Media Rating Council (MRC) calls for desktop display ads to be considered viewable if 50% of their pixels are in view for a minimum of one second and for desktop video that standard is 50% for 2 seconds. In addition, the standard stipulates that for larger desktop ad units, 30% of pixels in view for 1 second constitutes a Viewable ad. According to comScore global report on advertising benchmarks, more than half of ads worldwide still don’t have the opportunity to be seen. The desktop display viewability ranges from 39%-50% across all markets. Video viewability is even lesser; this is due to IVT on programmatic video exchanges. If the targeted user leaves the page before it loads completely, he/she will miss the ad. A lot of search and display ads are placed at the bottom of the webpage, so if the user does not scroll all the way down, …