Focus on calculation visible display;

At the IAB annual leadership meeting last month, it was not surprising that visibility (the number showing whether the ads were actually browsed) was the focus of all. The five major factors of visibility, which we published in December, show that more than half of the online ads are not being viewed today, something we can change and have to change.

As many people know, we have long advocated that the industry view visibility as a currency, a common measure that helps marketers and publishers improve their performance.

In fact, in our experiment this month, advertisers found that the conversion rate of visible ads increased by 50%, according to the MRC Standard and ActiveView technology. These visible ads, in at least a second, not less than 50% of the content is browsed, for the brand impact of 10.3% of the promotion, and the invisible advertising does not bring any promotion to the brand. The influence of the visibility measured by MRC on advertisers is authentic.

As far as industry is concerned, the urgent task is to take three major measures:

Focus on calculation visible display;

Marketers don't want the proportion of marketing activities to be browsed, but they just want to pay for visible displays. In this demand, the visibility ratio is unimportant, and the exact number of measurable visible impressions becomes important.

We believe that the industry has to pursue 100% visibility, nothing else. This means only trading visible display. I understand that this is a major challenge, a problem we are addressing in our own media resources. Without a solution, the show can not be a trade currency.

Set a single standard for visibility

It is particularly important that our industry develop a single standard for visibility that applies to all situations. Otherwise, we will not be able to determine the true value of the browse display, can not form a scale, can not effectively optimize, stabilize and predict the advertising position.

Through discussion and analysis, our industry and MRC have worked to negotiate a standard definition of visibility, a definition that we all agree on. But since then, not all of us have supported this move, and recently some advertisers and publishers have proposed new definitions. As far as the industry is concerned, we cannot set up a number of criteria to solve the problem.

Now, the way forward is to accept the industry-established criteria for long discussion, intense debate, and trial certification. Later, as we know more about visibility, there are plenty of opportunities to adjust and update this standard, but if we don't brainstorm the first steps to create a real currency, then we will never have that opportunity.

Resolving Measurement differences

Differences and low measurement rates are unacceptable, but the phenomenon persists when publishers and advertisers compare visibility vendors. To eliminate measurement differences, we must adopt common standards and ensure consistent measurement processes and methodologies. No matter who measures, a liter of water is always a liter of water. The measurement of visible impressions should also be so.

To achieve this, we must integrate the measurement technology directly into the advertising service, so that the visibility data can be directly tied to other indicators of marketing activities, and accurately coordinate the buyer and seller.

Visibility of the future

As far as a technology is concerned, visibility is still at an early stage of development; For example, as consumers spend more and more time on smartphones, visibility on their phones becomes critical. Second-level interactive indicators, such as viewing time and hearing (after all, videos that involve vision, hearing, and movement), will provide a richer picture of the ads and improve their effectiveness. But if we are always debating standards, then we will not be able to get there.

The best technology is to make the user satisfied, and not complicated. For example, just a few clicks, the phone will instantly show the route of the new city, or send lunch to our side. I hope that after a year, the visibility will become a real currency, as expected, and simple and easy for everyone.