How Is Your Brand Viewability?
The world of digital marketing is ever expanding. With the popularity of the internet, marketers from all over the world have taken their businesses online in the hope to reach out to a lot more people than they could ever before.
But what happens if your advertisements online are never seen by the consumer? What if, the advertisements and the banners you pay for never cross the eyes of your target audience? Those questions are becoming increasingly common these days, and business owners are getting more and more impatient to know how to increase their brand viewability.
Print Media vs. Digital
The problem with digital media is that one can never be sure whether their ad even had the chance to be seen by the user or not. That does not mean that everything on the print media, like a magazine page, a billboard, or even a TV commercial, would be seen by the consumer every single time, but at least the business owner can be sure that their ad did become visible to someone. It at least had the chance of being seen.
That cannot be said for ads on the internet. You never know where your ad is, or if it is even on a page that is visible to people. Maybe it ends up in a spot where the user never scrolls, or sits in a space users quickly scroll past. This is why business owners are now asking the online publishers to give them better measurements of their brand viewability.
The Numbers are Dismal at Best
According to ComScore Inc., last year only 47.5% of the ads online in Canada were actually seen by consumers. Google also put similar numbers on the table, where less than half the ads on the internet were seen by the audience.
However, publishers see the potential of digital advertising in Canada and are hoping to turn this conversation about viewability in a better direction. Canada is one of the most active countries on the internet, with the average Canadian spending more than 36 hours on the internet every month - and this is just on their desktops. Once you factor in the amount of time they are online from other devices, you start seeing what the advertisers are talking about.
Advertising Fraud is a Major Problem
Apart from the fact that some ads are just not viewable, business owners can also be fooled into thinking otherwise. This is known as advertising fraud, where the publishers use bots that look like human users to click on an advertiser’s ad. This allows them to show the advertiser that their ad has been viewed and they can get paid easily.
These are some of the problems that are being faced by digital marketers for some years. The idea of digital marketing is a sound one, where an advertiser can potentially reach out to billions of people easily. But in order to truly achieve that, the marketers must be more vigilant about their brand’s viewability on the internet. They should ask the publishers to get them better measurements as well as better results, and that is exactly what is happening worldwide today.