Brands Can Take A Bow As Viewability Is Tackled With 100% GroupM Vow by Sean Hargrave , Staff Writer, Yesterday The brands spoke, and the biggest holding company out there listened. As if to prove that brands are taking back control and forcing the debate around digital advertising issues, today GroupM has announced a new viewability standard.
It's hardly revolutionary, but it does at least make a lot of sense. GroupM is now offering its major clients 100% of pixels being visible for a second or more. This doubles the industry standard set by the IAB for 50% of pixels to be seen for a second. From now on, the likes of Unilever, Volvo Cars, Shell and Subway will only pay for messages that have been completely visible.
The 50% standard has always caused a lot of concern among advertisers and quite a lot of derision. When I ask senior marketers about viewability, their response is usually based around the same concept. How would you feel if you paid for a tv ad and only half the screen displayed a part of your message? What would you think of a bar where only half its neon sign is lit up?
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