... “fifty percent of all ad impressions are never seen.”
Bander, who recently won the Advertising Research Foundation’s Great Mind Award for helping to develop the innovative media tracking technology, cites the aphorism coined by William Lever, the founder of Unilever: "Half the money I spend on advertising is wasted. The trouble is, I don't know which half."
“Now,” says Bander, “we know which half.”
Utilizing the webcams built into consumers' own computers and handheld devices, Bander says Sticky has already tracked ads actually seen, or not, among 350,000 consumers.
That figure approximates to 700,000 eyeballs, creating a new form of media currency that some of the biggest advertisers in the world - among them Procter & Gamble - have already begun to use.
Madison Avenue is pushing the online industry to adopt a new standard of “viewability” for advertising exposure, meaning an ad has to be viewable on a consumer’s screen -- not “below-the-fold” -- for at least one second to be credited as an ad exposure. Fifty percent of impressions are never seen.
“Viewability is nice, but viewability just means that an ad is within the viewable area of a screen,” notes Bander, adding: “It doesn’t mean a consumer is actually looking at your ad.”
Read the original unabridged MediaPost article.