“The Sell Sider” is a column written by the sell side of the digital media community.
Today's column is written by Greg Mason, CEO at Purch.
Move over, programmatic and native. Ad fraud and viewability have become the two biggest buzzwords in the digital advertising industry.
At the center of both is the issue of being seen. In a nutshell, ads need to be seen – by actual people – for ROI and engagement to occur. Makes sense, right?
Candidly, though, seeing an ad isn’t the industry’s problem. There real issue is “ad blindness,” the tendency for audiences to completely ignore ads, even if they’re clearly visible. Last year, 60% of consumers said that they weren’t able to remember what the last online ad they saw was about, while 80% of those who did remember said the ad wasn’t relevant to them.
So having an ad that’s viewable to people – not bots – is great. But if it’s just ignored, what’s the point?
In the late ’90s, when the term was first coined, ad blindness was largely caused by the fact that ads were literally too small to be seen. When the dot-com bubble burst in 2000, the industry got serious about creating ads with more impact, and so larger, more creative-centric new formats were born.
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