Ad Viewability Plus Relevancy Equals Opportunity for UK Marketers - eMarketer
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eMarketer Interview

Ad Viewability Plus Relevancy Equals Opportunity for UK Marketers

Preview from eMarketer PRO

An interview with

Adrian McDonald

Chief Product Officer, Widespace

Interview summary

Viewability continues to be a hot topic in the UK, and that’s no surprise given the ever-increasing budgets for digital display advertising. eMarketer’s Bill Fisher spoke with Adrian McDonald, chief product officer at mobile ad platform Widespace, about the importance of measuring viewability and what other metrics shouldn’t be ignored.

Interview

eMarketer: You recently released some research on viewability and ad recall rates. What are some of the key findings?

Adrian McDonald: The biggest finding we observed was that viewability doesn’t drive brand KPIs by itself. When it’s combined with relevancy, that’s when we see greater effect.