The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

ANA Viewability

Marketers should pay for measurably viewable digital ads, says ANA

Author

By Nesh Pillay, Reporter

April 27, 2015 | 2 min read

The Association of National Advertisers (ANA) says that marketers should focus on spending their money on measurably viewable ads.

The association defines a measurably viewable ad as one that fulfills ‘Opportunity to see’ (OTS), which states that an 50 per cent of an ad’s pixels should be in the viewable portion of a browser for one continuous second and a minimum of two continuous seconds for video ads.

“We recognize that the digital advertising community is adapting to the strategically superior platform of “viewability,” said ANA chief executive, Bob Liodice. “We also recognize that there are technical challenges in this transition phase. However, the transition must be accelerated as marketers have a clear focus to pay only for what is viewable. This would put digital ad buying on a comparable foundation -- consistent with other forms of media buying”

Liodice added that while the OTS doesn’t measure a viewer’s engagement or the effectiveness of a campaign, it is a critical starting point in the process of ad negotiations.

Sign up for The Drum's Daily US newsletter to keep up with the latest in American marketing and media.

ANA Viewability

More from ANA

View all

Trending

Industry insights

View all
Add your own content +