New In-View Product Assures Total Viewability for Display Campaigns
TORONTO, March 13, 2013 /CNW/ - Adconion Direct (http:www.adconiondirect.com), an industry leader in cross channel digital advertising, announced
the launch of their In-View product. This is the latest product in a
continued series of innovations from Adconion Direct. Their In-View
product guarantees that advertisers will only pay for impressions that
are validated viewable by comScore or an independent company chosen by
an agency. In addition, they cover client's ad serving fees for any
impressions that are non-viewable or non-measurable.
"Our In-View product puts us at the leading edge of change in an
industry that has measured impressions the same way for the past nine
years," said Michael Parkes, SVP of Sales for Adconion Direct.
Recently the IAB along with ANA and 4A's in the 3MS initiative put
together a strategy to move from the aging method of counting
impressions when they leave an ad server to a more modern version where
an impression is counted when it is actually viewable on the screen.
Determining how to adjust to this new methodology has been an uphill
task for the industry and many articles have been written on the best
way to accomplish this. Adconion Direct's heavy investment in
technology over the past several years has enabled them to move quickly
and successfully into this new space. "We were one of the first to
embrace content ad placement verification, and work closely with
comScore and their audience measurement tools. By strategically
mapping our network for URL, ad size, ad placement, browser type and
now viewability, we have created a proprietary predictive optimization
algorithm that allows us to offer a product where clients only have to
pay for ads in view. We are now seeing In-View rates 3x higher than
industry averages," said Parkes.
Today there is no solution in the market that serves 100% viewable ads,
but Adconion Direct's In-View product guarantees that an advertiser
only pays for ads that are viewable. In this way, they are leading the
next generation of online ads while providing a big win for large
brands and advertisers.
"The Adconion Direct Viewability test presented us with the opportunity
to explore and extrapolate learning from a new potential currency of
measurement in the digital arena," said Michelle Smith of Energizer
Canada. "While we understood going in that, as a technology, measuring
viewability was still in its infancy - the chance to develop first to
market benchmarks through an innovative low-risk, high yield media
opportunity was really enticing. The insights we were able to obtain
will be valuable in providing direction for our digital marketing
efforts moving forward."
"We have created a robust cross channel platform across display, video,
mobile, social and email," said Jennifer Witt, Senior Director of
Business Analysis for Adconion Direct. "This allows us to draw in cross
channel insights from each product line to drive better targeting and
optimization decisions. The end result is better performance for
brands. In-View has resulted in deeper partnerships with our
advertisers who want a trusted partner to provide clarity in an ever
Recent industry research has shown that anywhere from 31% to 65% of ads
are never seen. Adconion Direct is facing this head on and are working
collaboratively with brands and publishers to prepare for the time when
viewable impressions are industry standard.
"We are thrilled at the impact our campaigns are having with major
worldwide brands like Energizer," said Witt. "It showcases that what we
offer is really what advertisers want today, and we are confident that
we are leading the industry into the future."
About Adconion Direct
Adconion Direct is a global provider of cross channel digital
advertising solutions, delivering performance at scale for advertisers
across display, video, mobile, email and social channels. The cross
channel platform is powered by an end-to-end proprietary technology
solution, and audience profiling engine that tracks and analyzes
billions of audience events monthly. By combining exclusive
first-party data and cross channel insights with proprietary technology
and predictive optimization algorithms, Adconion Direct is able to
deliver quality results across multiple channels and devices.
SOURCE: Adconion Direct
For further information:
VP, Sprouse Marketing Group