- 28 gennaio 2015

It’s Basic: Better Ad Viewability Drives Better Sales: Comscore’s Fulgoni

After the discovery that some advertisers were paying for video ads which were not being viewed by actual consumers, the Media Ratings Council last year defined a standard for “viewability”. Now some brands are finding a link between increased viewability and improved sales, says Comscore executive chairman emeritus Gian Fulgoni.

In this video interview with Beet.TV at the 2015 Beet Retreat, he cites a Kellogg’s campaign, which found "a 45% improvement in viewability causes a 75% sales impact": "That’s pretty compelling; if an ad isn’t seen by a human, it has no chance of affecting behaviour".

Fulgoni concludes: "Advertisers will start demanding higher viewability. The advertiser gets better results … it increases their confidence .. next thing that happens is, they spend more money."

Gian Fulgoni talks about Programmatic at Beet Retreat 2015
Gian Fulgoni talks about Programmatic at Beet Retreat 2015
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