Agencies’ big worry about digital: Viewability
June 1, 2016
Viewability isn’t just a buzzword. Though it’s thrown around a lot these days in discussions about digital advertising, it’s because agencies have real concerns about whether their ads are being seen.
In fact, it’s the biggest concern about digital buying and planning among media agencies.
That’s according to a survey cited recently by eMarketer, which asked respondents to rate concerns about digital media buying and planning on a 10-point scale. Responses that received score of 8 or higher were considered a major concern.
Among media agencies, viewability was the biggest concern, with 70 percent of respondents giving it at least a score of 8. Other top concerns among media agencies were click fraud (63 percent) and bot traffic (59 percent).
The results were slightly different among respondents who identified themselves as brand marketers. Both click fraud and bot traffic were cited by 78 percent of brand marketers as major concerns, followed by viewability at 71 percent.
Ad blocking (60 percent), conflicting audience data (57 percent) and control over the content environment (57 percent) were also major concerns among brand marketers.
On the flip end, just 27 percent of media agency respondents were concerned about consumer privacy, while only 27 percent of brand marketers cited high frequency exposure as a major concern.
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