When it comes to conversions, there is a lot going on below the fold. New data from Nativo underscores the importance of the viewable CPM
Now that viewability measurement has become ubiquitous across the digital space, advertisers are looking deeper into the meaning of this metric and how it translates to success. Agencies have dozens of publishers across several channels to oversee, and finding the proverbial silver bullet at the beginning of the consumer journey (awareness) to support conversion can be difficult.
For ad formats best suited toward awareness, the popular opinion generally rests above a certain viewability threshold, usually 70-80 percent. According to our data, this makes sense: Most IOs are still written on a conventional CPM, and when looking at placement viewability aligned with click-through rates (CTRs), you do see the highest CTRs are on placements with 70-80 percent viewable rates.
Also Read: Simplaex Partners with Integral Ad Science for Brand Safety, Viewability and Ad Fraud Measurement
But what if the advertiser is only charged for viewable impressions? This has been the standard practice at Nativo for years. In fact, we initially sold all campaigns on a viewable CPM and did not introduce conventional CPM pricing to our marketplace until 2017. When we applied the same analysis to viewable impressions, it became clear why viewable CPMs are superior to the status quo for both advertisers and publishers.
Read More At The Original Article: martechseries.com
