IAB Australia has established a Viewabilty Taskforce to provide guidance and education around Viewability for the Australian market. The Taskforce members, who come from a range of digital industry organisations, was set up several months ago to develop a consistent definition and understanding of viewability which will enable publishers, agencies and advertiser to have more informed conversations about what they are buying or selling. The Taskforce is currently working on a whitepaper which will be released in November and it has flagged its intention to extend its focus beyond viewability and into a broader range of ad effectiveness measures over the coming months. IAB Australia has been working closely with industry on the topic of viewability, providing industry guidance more than a year ago around the use of MRC accredited vendors and the value of premium placements. It supports the IAB US viewability measures which were announced in 2014 and have since been refined and extended to cover video, mobile web and mobile in-app. Viewability, which is about the ‘opportunity to see’ rather than engagement or ad effectiveness, sets the baseline for measuring advertising efficiency. As a result defining and understanding viewability it is essential for all other aspects of campaign success. Vijay Solanki, IAB Australia CEO commented: “Thanks to the broad range of participants our Taskforce will provide the industry with a diverse and robust perspective on viewability and associated metrics.” In late 2015 IAB Australia issued the following guidance to the advertising industry on tracking viewable impressions across digital devices. Viewability is about the “opportunity to see.” It is not about engagement or ad effectiveness. The basics of the minimum viewability standards recognised across desktop and mobile are;
IAB Australia has set up a viewability taskforce to provide guidance on viewability for Australian advertisers, publishers and agencies. It is working on a whitepaper to promote a greater understanding about viewability, enabling the advertising industry to make informed decisions when buying or selling. The task force, which includes representatives from agencies such as Saatchi & Saatchi, Dentsu Aegis, WPP Group Plc and Omnicom, will also be looking at how advertisers can use their digital The taskforce aims to develop a consistent approach to viewability which is sees as the basis for any successful advertising campaign.