Opinions

Shouldn't Ad Formats Work?

Posted by Francine Hardaway on December 5th, 2012 at 7:14 am

As many in the industry move to Real Time Bidding, we cannot help thinking we ought to help our premium publishers move in the opposite direction. After all, RTB increases inventory and commoditizes prices. How can that be good for premium publishers and brands that want to stand out? Don't we need inventory that attracts attention and thus is worth more?

ZEDO believes, and we can back this up with metrics from both Nielsen and Comscore, that what's important is that an ad  gets viewed, or in our language,  is not a simple display ad, but a high impact format. 2013 will be the year of viewable impressions, a movement championed by the IAB and many other industry thought leaders. In truth, it makes perfect sense that no ad is effective, no matter what you pay for it, if it just isn't seen.

We were far out front of this movement with our InView Slider, which boasts 99% viewability month after month for the publishers  who use it. And the Slider isn't sold through anonymous network; it is often sold through direct sales, commanding far higher eCPMS.

Now, we're not saying the eCPM is an effective measurement for online advertising, and we are participating in efforts to come up with a better pricing model, especially for tablets and mobile, but right now it's the only model the industry has, and we're stuck with it. So we're committed to offering formats whose higher viewability and impact make advertisers  willing to pay more for them.

A good example of this is our full-screen video, in which an ad expands to fill the screen and audio begins when a viewer mouses over it, or our expandable  mouse-rollover ads. These ads command higher prices, because they get more attention.

Some of these formats are so innovative that they're not even on our site yet, but are only available to our customers and partners by scheduling a demo. I know every ad tech company says they will increase ROI, but how many of them have been around long enough to back their claims with numbers? As one of the veterans and thought leaders in the industry, we would like to re-introduce ourselves to you through our high impact formats and viewable impressions, as well as our standard ad server offerings.

We think it's not  the bidding methodology that gives brands and publishers more return on their investment, but the formats of the ads themselves and their propensity to be actually seen.

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