UK Higher Education

Viewability: measuring your impact in digital advertising

As a buyer of digital advertising, you want to ensure that your ads are seen. Ask yourself the question: would you pay for advertising if you were told that your audience will not be seeing over 50% of your adverts?

As ad-spend increasingly shifts towards connected devices, viewability is quickly becoming a hot topic of conversation among Higher Education marketers and their agency partners.

According to the Internet Advertising Bureau (IAB), for an impression to be counted as viewable, at least half of your ad needs to be seen for at least a second. The IAB claims that up to 54% of all display ads are not actually being seen by web-page visitors despite advertisers paying for them.

There is increasing pressure on the budgets of student recruitment teams and therefore a growing need for digital advertising partners to start quantifying the percentage of ads that are actually viewed. From a student recruitment marketer’s viewpoint, the old advertising industry cliché comes to mind: “half the money I spend on advertising is wasted; the trouble is I just don’t know which half.”

At IDP Connect, we are committed to setting a high standard with our offsite display advertising products. That’s why we’ve partnered with Adloox, a leading independent ad-verification and insights platform. By partnering with Adloox, not only are we able to protect your campaigns from ad fraud and non-brand safe content, but we are also using it to optimise your campaigns by working towards a 70% viewability benchmark – for all offsite retargeting campaigns. Adloox is also accredited by the Media Ratings Council (MRC).

We’re firm believers that Higher Education institutions should stop wasting money on unseen ads and instead invest in the more ‘human’ CPM viewable ads.

Find our more about our advertising options here.

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