Swisscom Advertising relies on Alenty
Swisscom Advertising is now using Alenty's technology to track the visibility and viewing duration of its premium ad formats on Bluewin, thereby backing up the quality of its ad placements with hard data.
The aim is to create transparency and efficiency for advertising customers' brand awareness campaigns, as detailed in a press release. Similar to radio and television, Swisscom Advertising can thus prove that the advertising customer actually receives the booked number of contacts and that the contact duration and advertising space are sufficient to fully convey the advertising message.
Specifically, the percentage of visible advertising space on the screen being used (ad visibility) and how long the advertising material remains in the visible area of the screen (ad viewtime) are measured. These values provide information on whether and to what extent in terms of time and space the user has visual contact with the respective advertising format before leaving the website, scrolling further or selecting a different zoom area. In addition to conclusions about impact and involvement, creative agencies also benefit from the knowledge of visibility and viewing time, for example to bring storytelling of the right length to the creative.
Swisscom Advertising now offers a guarantee for the average minimum viewability rate and minimum viewability duration for its premium inventory. Effectively achieved campaign values can be requested as a special report.
