Sees digital advertising expenditure in India growing by 30% in 2018
Making the digital medium more effective and accountable for advertisers, GroupM’s rollout of viewability and accountability standards support continued investment in digital media. Advertisers are keen to invest only in effective advertising and do not want to waste their money on non-vieweable ads.
Though GroupM, the media investment management group of WPP, has had viewability standards in place for some years in the US — and has insisted that an ad must have 100 per cent of the pixels in view for some duration of time on all ad formats for an ad to count as a payable impression — it is now leading the conversation in India on measurement and transparency in digital media.
“At this stage we are advising clients to start on the journey of measurement and audience verification and encouraging them to optimise spends towards higher viewable media environments,” CVL Srinivas, Country Manager, WPP, and CEO of Group M South Asia, told BusinessLine.
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