Are Digital Media Budgets Meeting Industry Viewability Standards? - eMarketer

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Are Digital Media Budgets Meeting Industry Viewability Standards?

Some marketers are not familiar with third-party viewability measurement

December 15, 2015

A majority of client-side marketers are less than fully confident that their digital media budget is going toward ads that meet industry viewability standards, according to a July 2015 study.

US Client-Side Marketers Who Are Confident that Their Media Budget Allocated to Digital Platforms Is Being Served in Accordance with Industry Viewability Standards, July 2015 (% of respondents)

Three in 10 client-side marketers said they were not at all confident that their digital ads were being served in accordance with industry viewability standards, the Association of National Advertisers (ANA) found. And twice as many were only somewhat confident in the viewability of their ads.

While only 10% of client-side marketers said they were very confident that their media budget was meeting industry viewability standards, 36% were familiar with the need for independent third-party viewability measurement.

US Client-Side Marketers Who Are Familiar with the Need for Independent/Third-Party Viewability Measurement, July 2015 (% of respondents)

However, 64% of respondents are either somewhat, or not at all familiar with it—making their lack of confidence in the viewability of their own ads unsurprising.

And despite progress, marketers still have a long way to go with viewability standards.

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