FORT LAUDERDALE — After the discovery that some advertisers were paying for video ads which were not being viewed by actual consumers, the Media Ratings Council last year defined a standard for “viewability”.
Now some brands are finding a link between increased viewability and improved sales, says comScore executive chairman emeritus Gian Fulgoni.
In this video interview with Beet.TV, he cites a Kellogg’s campaign, which found “a 45% improvement in viewability causes a 75% sales impact”: “That’s pretty compelling; if an ad isn’t seen by a human, it has no chance of affecting behaviour”.
Fulgoni concludes: “Advertisers will start demanding higher viewability. The advertiser gets better results … it increases their confidence .. next thing that happens is, they spend more money.”
He was interviewed at Beet.TV’s Beet Retreat annual get-together in Fort Lauderdale, Florida.