Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

that to clients. Was it actually viewed by someone? In what type ofcontent? And what demographic did it reach? Measurement is one ofdigital‘s defining characteristics, and it will no doubt continue toevolve so clients get exactly what they need.The online ad industry‘s Making Measurement Make Sense (3MS)initiative calls for a new viewability metric that would only measurewhen 50 percent of an ad is in view for at least one second. Theproblem is, fewer than half of online ads meet that standard,according to a forthcoming study due out Tuesday.The study by AdSafe Media, which offers products that promise tosafeguard brands' ads online, shows that 49.9 percent of ads solddirectly hit the proposed requirement. The number shrinks to 41.2percent in the case of ads sold through ad networks and 40.3 percentof ads sold through ad exchanges.And that‘s only for a second-long peek. When extending the in-viewwindow to 15 seconds, the stats dwindle to 21.1 percent for ads. Thefindings are based on impressions examined during the first half of2012.AdSafe also looked at cases of ad collision, or instances whenmultiple ads from one advertiser‘s campaign pop up on the samepage. That unintentionally happens with 6 percent to 7 percent of theads that get served. While doubling up an advertiser‘s presence onthe page could juice the likelihood of the brand‘s paid media beingseen, said AdSafe svp of product management David Hahn, it―represents a pretty significant loss of value‖ because the likelihood ofa user converting drops for both.According to July 2012 survey results from Prosper Mobile Insights,roughly one-third of smartphone and tablet users said they would bemore likely to pay attention to an ad on their device if the ad‘s topic221