Viewability isn't All That to Look At, Discovery+ Gets Trump Special

Published: Thu, 06/23/22

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THURSDAY JUNE 23rd 2022
The Daily Reyd (TM)

Viewability isn't All That to Look At

We aren't sure when this became so popular, but the advertising industry keeps pushing the idea that viewability is the key metric for advertising, but more and more people are showing that it's often a semi-fraudulent metric.

Why? Viewability - just being able to see something - is not the same as actually seeing it.

Without attention from your audience, the viewability isn’t worth much.

Enter: banner blindness, ad blockers, and general scrolling fatigue. The average person is bombarded with upwards of 5000 ads per day, so it’s no wonder that we’ve developed some defense mechanisms. In order to cut through the noise and reach our target consumers, we need to be strategic about where we place our ads and how we design them.

Attention-grabbing imagery, relevant messaging, and a clear call-to-action are key elements of an effective ad campaign - regardless of viewability.

A recent study by Dentsu denmark and Lumen Research Ltd shows that the popular skyscraper format (160x600), while having a high viewability rate, actually has a low attention rate.

In other words, people can see the ad, but they’re not paying attention to it.

The study also found that ad placements in the middle of content had higher attention rates than those placed at the sides or at the bottom.

This suggests that people are more likely to pay attention to ads that are relevant to the content they’re consuming, and less likely to pay attention to ads that are intrusive or irrelevant.

Ultimately, this means that viewability is not the only success factor that should be considered when evaluating a campaign’s performance. Attention must also be taken into account.

Even stranger,new research suggests that viewability is not the only thing that matters. A study conducted by the University of British Columbia found that even when ads are not visible, they can still have a positive impact on consumer behavior.

The study found that when ads were played below the fold – that is, outside of the viewable area – they were still able to increase brand awareness and purchase intent.

In order to be successful, marketers need to find ways to measure consumer attention and then use that data to adjust their strategies. Otherwise, they run the risk of continued decline in attention and engagement.

There are a number of different metrics that can be used to measure attention, but many marketers don't know how to properly interpret and use them.

In the world of online advertising, it's not enough to simply say that an ad was "viewed" or appeared in the right environment. Instead, analysts need to take a closer look at who viewed the ad and what action, if any, was taken as a result.

This attention-based approach allows us to get to the heart of the issue and better understand the true impact of advertising online. By measuring attention, we can get a better sense of how well an ad is performing and whether or not it is having the desired effect on its audience. This approach provides valuable insights that can help advertisers fine-tune their campaigns for maximum impact.

As a result, Measurement 2.0 needs to go through a period of adoption in order to reach the majority. In order for this to happen, marketers need to understand the value of attention metrics and learn how to properly use them.

Only then will we see a shift in the way that marketing is done.

Pesach Lattin
Pesach@lattin.us

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The Rundown

At least 10 News Stories you Must Know

1. Kraft announced today that it will be streamlining its branding for Kraft Macaroni & Cheese, in an effort to promote the concept of "positive comfort." The move includes a name change from Kraft Macaroni & Cheese to Kraft Mac & Cheese, reflecting how consumers organically talk about the product. Packaging will come in a single blue hue that draws greater attention to the nonpershiable item's noodle-smile iconography, which has become something of a cultural phenomenon. In making the announcement, Kraft noted that the changes are meant to reflect the "evolving needs and preferences" of their consumers. This is not the first time that Kraft has rebranded its flagship product; in 2016, the company changed the name of its "Kraft Dinner" to "Kraft Mac & Cheese" in Canada in an attempt to appeal to a millennial audience. It remains to be seen whether these latest changes will have a similar effect.

2. Google has announced that Googlebot will now stop crawling after 15MB of content in an HTML file or a supported text-based file. This change is designed to help improve the speed and efficiency of Google's crawler, as well as to reduce the load on servers. The decision to limit the amount of content that Googlebot will crawl has been made after careful consideration of a number of factors, including customer feedback. While some webmasters may be concerned about this change, it is worth noting that the vast majority of pages are well within the 15MB limit. In addition, Google has stated that they will continue to support files larger than 15MB for indexing purposes. This change is effective immediately and webmasters are encouraged to check their pages to ensure that they are compliant.

3. Discovery+ has confirmed that it owns the rights to "Unprecedented," a three-part documentary from British filmmaker Alex Holder that has drawn attention from the House Select Committee investigating the Jan. 6 insurrection at the U.S. Capitol. The series is based on 11 hours of footage shot by Holder, who was given access to then-President Donald Trump and those around him before, during and after the rally that preceded the breach of the Capitol. The documentary is set to air on Discovery+ in April. In a statement, Holder said he was "delighted" that the series had been acquired by Discovery+. "The events of Jan. 6 were unlike anything we have ever seen in modern American history, and I believe 'Unprecedented' will provide valuable insights into what happened that day," he said. The acquisition comes as Discovery+ is ramping up its investment in original programming; the streamer recently announced a slate of new shows, including one from Academy Award-winning director Ron Howard.

4. TikTok continues to expand its reach, with the social video platform's big-screen app now being integrated into Vizio smart TVs. This comes after TikTok was already available on Samsung and LG TVs, Android TV and Amazon Fire TV platforms last year. The integration will allow Vizio TV users to access TikTok content directly on their TV screens. Given the increasing attention that TikTok has been receiving, this move is likely to help the platform further grow its user base. And as TikTok looks to cement its position as one of the leading social media platforms, it is likely that we will see even more integrations like this in the future.

5. Shopify merchants can now take advantage of 100+ new features, including Twitter Shopping and Tap to Pay on iPhone. Twitter Shopping allows Shopify products to be featured right in users' feeds, making it easy for them to make a purchase. Tap to Pay on iPhone lets Shopify merchants collect offline payment from customers with a tap of the iPhone. Local inventory sync on Google Shopping allows Shopify merchants to keep their product listings up-to-date with real-time inventory levels, so customers always know what's available. These new features are sure to help Shopify merchants get the attention of potential customers and make more sales.

6. The Wall Street Journal is set to launch a new commerce website today called "Buy Side from WSJ." The site will feature reviews of consumer products alongside links to buy them, with revenue generated from referral links known as "affiliate marketing." According to a report in Axios, the move is part of the Journal's broader strategy to capture attention and drive traffic to its site. While the Journal has long been respected for its comprehensive coverage of business and finance, the launch of Buy Side signals a shift towards a more consumer-focused approach. With its mix of product reviews, news, and commentary, Buy Side is sure to become a go-to destination for anyone looking for information on the latest and greatest products on the market.

7. Email security firm Red Sift is one of the first companies to take advantage of Apple's new support for BIMI (Brand Indicators for Message Identification). Thanks to BIMI, firms will be able to display their brand logos in Apple Mail.
Apple announced its support for BIMI last week at its developer conference. The new feature will be available in the next iOS release, which is expected to occur in September. Red Sift is one of the first companies to take advantage of this new capability. According to Red Sift, its onDMARC product will help businesses display their brand logos in Apple Mail. This attention-grabbing feature is sure to be a hit with consumers and businesses alike. With onDMARC,Red Sift is poised to lead the way in email security.

8. ActiveCampaign, an email automation platform, has announced that Sameer Kazi (LinkedIn) will be taking on the role of president and Kelly O’Connell has been named senior vice president. In his new role, Kazi will focus on building upon the company’s core operations and preparing for growth. ActiveCampaign seeks to provide a customer experience automation tool for growing businesses globally. Jason VandeBoom, founder and CEO of ActiveCampaign, said in a statement that the company’s goal is to give everyone “the attention they deserve.” With Kazi and O’Connell at the helm, ActiveCampaign appears to be well on its way to achieving this goal.

9. Adform, a leading provider of programmatic advertising solutions, released new research at the Cannes Lions festival showing that first-party IDs can deliver significant uplift and scale on programmatic ad campaigns. The company commissioned PwC to work with OMD Norway and Renault to develop and run a real-world campaign using Adform's ID Fusion technology. The results showed that the use of first-party IDs resulted in an increase in attention levels of up to 33%. In addition, the campaign reach was significantly extended, with ID Fusion delivering an uplift of up to 50% compared to traditional programmatic campaigns. This research provides valuable insights into the potential of first-party IDs for advertisers looking to get more out of their programmatic campaigns. Adform's ID Fusion technology is at the forefront of this area, and this research shows that it can offer significant benefits in terms of attention and scale.

10. NBCUniversal's new certification for emotion and ad quality is designed to help marketers better understand how the emotional element and creativity impacts outcomes. The new effort was unveiled this week at Cannes Lions in France, coinciding with a push by the company to improve its audience measurement framework. The certification will take into account factors such as attention and cognitive load to provide a more accurate assessment of an ad's emotional impact. This will ultimately help marketers to create more effective campaigns that resonate with viewers on a deeper level. In today's attention-deficit world, this sort of data could be invaluable in helping brands cut through the noise and connect with consumers in a meaningful way.

The Watercooler
Impress your Co-Workers with these useless facts about marketing

The term 'coffee break' was first used in an advertising campaign by the Pan American Bureau.
Miniature versions of high-end products are sometimes used in print ad campaigns to deliver the perfect visuals and reduce production costs.
Digital advertising spending by industry in the U.S. puts the retail sector at the top, with an annual expenditure of over $33 billion.
Over 70% of internet users, or a third of the world population, are on social media.
Every year, companies pay millions of dollars in fines for false advertising.
Video marketing is the most popular form of advertising with internet users.

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Viewability isn't All That to Look At, Discovery+ Gets Trump Special

Pesach Lattin Pesach@lattin.us

COntinue the conversation on linkedin

Pesach Lattin
Pesach@lattin.us