Viewability is an essential part of the mobile ad discussion these days, and for good reason. ANA Magazine dedicated a special section in a recent issue to the topic, and was kind enough to invite me to write an article exploring the state of viewability now, and what to expect in the future. Here’s a sneak peek:
Viewability is 2015’s buzzword and for good reason. Last year, according to eMarketer, marketers spent more than $145 billion in online advertising and $42 billion in mobile, reflecting 122 percent year-over-year growth for mobile specifically. Consumers are spending more time on digital devices, and advertisers are allocating larger budgets to reach them.
What makes viewability important? Marketers expect that the right, real person sees an ad that appears within the appropriate content — no wasted impressions, no wasted ad budgets.
The full issue, which includes my article on page 10, is available here. I hope you’ll check it out and let me know what you think about the importance of mobile viewability.
Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.