A year after ad executives from major agencies and brands gave their best bet on industry trends for 2015, do they still agree with themselves at the end of the year?
Media Rating Council (MRC)
Despite some negative reports in the past year, there are some bright spots on the horizon for display advertisers, including increased viewability rates and new strategies for combating ad fraud.
ClickZ breaks down Facebook’s video ad offerings, from the newly released Slideshow to different buying options, to help you unleash the power of video advertising on the platform.
The amount of money mobile marketers lose due to a lack of viewability is substantial, but unsurprising. Awareness of the imperfections within current industry standards can help limit losses.
The Media Rating Council’s newly-released guidelines require that sponsored user-generated content (UGC) appearing on a social media platform should be clearly labeled to distinguish between what is paid advertising and what is organic. And paid UGC should not be counted in reported measurement.
The IAB UK is committed to tackling five major industry issues: brand safety, ad viewability, ad fraud, ad blocking and user privacy.
Viewability still poses its challenges for advertisers but the more viewability is introduced as a standard on campaigns, the quicker the quality will improve.
In its most recent testing phase, the Media Rating Council found that while 63 percent of campaigns had consistent viewability, mobile was a big factor in those that did not.
Yahoo is the first major digital publisher that lets brands fact-check viewability and ad fraud by themselves.
The Media Rating Council has determined that while viewability standards for mobile and desktop should be kept essentially the same, impressions should be separated.