Schedule a Demo
Does My Company Subscribe?
Chief Product Officer, Widespace
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.
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.
Percent of Ad/Marketing Budget Allocated to Traditional* vs. Nontraditional** Agencies According to US Senior Marketers, Oct 2017 (% of respondents)
Current vs. Planned* Allocation of Digital Ad/Marketing Budget to Software/In-House Automation According to US Senior Marketers, Oct 2017 (% of respondents)
Expected Change in 2018 Digital vs. Total Ad/Marketing Budget According to US Senior Marketers (% of respondents)
Factors that US Senior Marketers Consider When Selecting an Ad/Marketing Software Vendor, Oct 2017 (% of respondents)
US Senior Marketers Who See Dollars from Traditional IT Budget Reallocated to Ad/Marketing Budget due to Digital, Oct 2017 (% of respondents)
Artificial Intelligence for Marketers: The Future Is Already Here
Attention and Engagement Metrics: Going Beyond the Impression
Nokia Dives into Virtual Reality Advertising with ‘Healthier Together’ Campaign
Marketers in India Still Reluctant to Spend Big Despite Sizable Digital Opportunities
Melding Marketing and Ad Tech a Challenge for B2C Companies
Disagreement Persists Over Viewability Definition