Viewability has been a growing concern for marketers recently, gaining more attention than measurement. Marketers have become so engrossed in viewable impressions that they have forgotten to focus on other metrics such as engagement, which can be used to assess campaign success. The study found that the most important factor influencing viewability, measured by clickthrough rate, was not how many people saw an ad, but rather whether or not it had any impact at all.
Viewability has been a growing concern for marketers recently, gaining more attention than measurement. Marketers have become so engrossed in viewable impressions that they have forgotten to focus on other metrics such as engagement, which can be used to assess campaign success. Forward-thinking marketers are starting to use models that string viewability together with other key performance indicators (KPIs) to deliver a more effective qualitative score.