Marketers Struggle With Viewability IRL, Too

By jneff@adage.com (Jack Neff)


Procter & Gamble lit a brushfire in digital advertising this year when it said it was done paying for ads it couldn’t prove were served on-screen. “The days of giving digital a pass are over,” P&G Chief Brand Officer Marc Pritchard said.

But another medium with a huge share of marketers’ money has a “viewability” problem of its own: Corrugated paper displays in stores.

Promotional displays make it out of back rooms and onto display floors — let’s call it “in view” — less than half the time that they’re supposed to, recent studies have found.

Procter & Gamble lit a brushfire in digital advertising this year when it said it was done paying for ads it couldn’t prove were served on-screen. “The days of giving digital a pass are over,” P&G Chief Brand Officer Marc Pritchard said.

But another medium with a huge share of marketers’ money has a “viewability” problem of its own: Corrugated paper displays in stores.

Promotional displays make it out of back rooms and onto display floors — let’s call it “in view” — less than half the time that they’re supposed to, recent studies have found.

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Source:: Advertising Age Digital

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