Why Millennial Media Offers a 100% Viewability Guarantee
Mobile is already the most addressable, transparent, and measurable media in the world. Today mobile represents around 20% of consumers’ media consumption, but collects just a bit more than 10% of total ad dollars. Why doesn’t this add up? The answer is trust.
Trust is critical. It is hard-earned by companies that demonstrate commitment to transparency, integrity, and predictability. Viewers may leave the room during TV ads, or fast forward on their DVRs. And they may flip the pages of their newspapers without noticing the ads around the article. But in those cases the ads were actually viewable if the consumer wanted to engage.
It’s different in display, and to a lesser extent in mobile. Just last week Google announced that only about half of its video ads are viewable. According to comScore, display overall is about the same. There are multiple reasons ads might not be viewable, including site design or caching. And sometimes it can be related to measurement — there are huge discrepancies in viewability scores between the major measurement vendors.
Mobile in-app ads perform the best, with an average of about 80% viewability according to Integral Ad Science, which is the first measurement firm to “crack the code” on mobile measurement. Viewability is higher with direct SDK integrations, like those Millennial has with more than 60,000 apps and sites. This gives us more visibility into where an ad is served on the page. But still viewability isn’t perfect. And that’s both a challenge and an opportunity.
Millennial believes that ads should be viewable. Consumers may not want to engage, but they should be the ones making the decisions. That’s why we are announcing a 100% viewability guarantee. Priced on a vCPM basis, this guarantee ensures 100% viewability for advertisers running in-app mobile advertising campaigns. For our guarantee we ensure that ads show up in view of a real consumer for a defined period of time. We are starting with one second, consistent with recent Media Ratings Council guidance viewability. We believe that this is a reasonable standard and one our publishers can deliver.
A 100% guarantee sets a high bar, one that we hope the industry will adopt and deliver. Advertisers will spend more for effective ads. This will ultimately bring more dollars into mobile, and benefit the entire mobile publishing ecosystem.
We’re the first to market with this guarantee, and our pledge exceeds the recently announced Media Ratings Council interim guidance for mobile viewability. The MRC’s guidance mandates 50% of pixels in view for at least one second and Millennial Media delivers 100% of pixels in view for at least one second.
Mobile is critical to reach today’s consumer. At Millennial Media, we can reach them across the entire mobile ecosystem, on tens of thousands of sites and apps. We hope our promise of 100% viewability will inspire others to join us. Together we can prove that mobile is the most effective and efficient media available. Contact us to learn more about how trust and mobile go hand in hand, or visit our viewability guarantee FAQ page.
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.