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 evolving space."
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
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