Creating the Viewabilty Market
GROUPM

Business Challenge

According to Comscore, in 2014, 54% of the digital advertising impressions were non-viewable. Viewability was the biggest digital accountability challenge to delivering effective digital campaigns during this time period.  

Solution

I created and led the first-ever formal marketplace review of mobile viewability technologies with the goal of reducing media waste for clients’ advertising in the mobile channel.  In an emerging category without standards, I developed new RFP criteria that considered new technologies that enabled new analytical methodologies based on trusted viewability data for our investment buyers. 

I worked with and aligned the GroupM agency leaders through the RFP and ultimately the outcome.  

Results

In 2016, the implementation of GroupM’s viewability standards improved in-view rates for a large retail client with an average vCPM percent viewability at 70% versus the overall campaign average of 62%.  The video in-view rates grew significantly with over 15% increase in viewability between April and August 2016.