When it comes to online viewability, there should be more than meets the eye.
That’s the philosophy at Sticky, an eye-tracking tech company launching a DIY version of its online research product, Autogazer, on Thursday. The tool is designed to enable users – primarily agencies, brands and publishers – to run unlimited tracking studies for a set monthly fee.
A single eye-tracking study can often cost in the neighborhood of $50,000 or more, but the Autogazer price tag comes in at roughly one-twentieth that cost.
It would be easy to confuse Sticky for a viewability solution provider, but it’s not exactly that, said Sticky President and CRO Ephraim “Jeff” Bander.
“Viewability is great, it’s a good step, but it’s only a step,” Bander told AdExchanger.
That’s because there’s a nuance between the potential to be seen and actually being seen – and as the IAB standards stand right now, there isn’t much room for nuance between the two. If 50% of an ad’s pixels are in view for one second, that’s counted as a viewable ad. Up that to two seconds and the same goes for in-browser video.
But considering that more than half of ads, about 54%, are not considered viewable, according to data from comScore, that leaves a somewhat diminished landscape from the get-go.
Sticky aims to move beyond viewability with what it’s calling the “SEEN” metric, a data point that calibrates which ads consumers are focusing on and paying attention to with the actual eyeballs in their actual heads. (Speaking of actual eyeballs, the interactive nature of the Sticky tech means that its clients never run into bot-related issues while running test campaigns.)