"Digital advertising with 100 percent viewability rate"

"With the introduction of vCPM (viewable cost per mille) as a new currency, Adello is giving itself a gift on its ninth anniversary and delivering on its promise to make advertising relevant," the company wrote in a release.

The advertising industry's demand for visibility of digital campaigns is understandable and is becoming ever louder. It is true that traditional media such as print, out-of-home or television do not deliver one hundred percent visibility. But recipients who skim through a newspaper ad or go to the bathroom during a TV commercial break cannot be counted. However, this is easily possible with digitally controlled ad impressions: advertising banners that are loaded outside the screen or scrolled over by the user can be measured as not visible.

The fact that the discussion about visibility focuses exclusively on the new advertising media is therefore unjustified. However, a virtue has now been made of this necessity. Mobile advertising can be prevented from being displayed if it is placed next to the touchscreen instead of in the visible area. Campaigns controlled using this approach are therefore demonstrably visible (viewable). A glance at the advertising funnel immediately makes it clear that viewability is a prerequisite for all downstream KPIs: without viewability, advertising budgets are wasted.

In the beginning is standardization

Just as standards for advertising formats have become established, standards for measuring viewability have also existed for years. The IAB has committed to the viewability standard of 50/1. At least 50 percent of the area of a digital ad must be visible on the touchscreen for at least 1 second for it to be considered viewable. The IAB standard currently dominates the discussion on viewability in digital advertising.

Viewability rates in the open market are around 35 percent

Since the viewability of a mobile campaign is increasingly measured via tracking tools such as "AdCTRL Defender", its viewability rate can be disclosed in real time. Viewability rates vary widely by market, inventory quality, advertising type, etc., so international benchmarks must be used for quality assessments. On the European open market, viewability rates in the 35 percent range are common. This means that a campaign can be made 100 percent viewable by over-delivering it and tripling the number of ad impressions delivered. Of these 300 percent ad impressions, one third, i.e. 100 percent, is then viewable. Of course, this is also accompanied by a tripling of media costs, which is why campaigns with a 100 percent viewability rate have not yet become established as the standard. Publishers and media agencies are deliberately not taking any risks here. This may be understandable, but it is not satisfactory for the advertiser.

Data-driven technologies instead of over-delivery

New technological approaches are needed to ensure a predefined viewability rate at low cost. Here, an ad media view contact is only purchased if it is also viewable. In this model, the measurement of whether a potential ad impression is viewable or not takes place before the media buy and not afterwards. This guarantees every advertiser the viewability of their campaign at a stable price that can be planned in advance. Instead of CPM, ad impressions are purchased on the basis of vCPM (viewable cost per mille).

Adello guarantees 100 percent viewability rate with fixed quantity and stable price

Adello has been applying its predictive advertising technology to the entire advertising funnel since 2013. From now on, the metric "viewability" will also be included. This results in the vCPM pricing model, which covers all cost risks. The advertiser only pays for demonstrably visible ad impressions and is guaranteed to exploit the full performance potential of his advertising budget.