Ad viewability is another important thing that’s tricky to measure. Content discovery vendor Taboola, which places those bizarre-but-enticing “paid content” stories on many Web sites, has partnered with analytics vendor Moat to charge for video ads based on viewability or completed views rather than clicks. Problem solved.
In case you’re wondering, Department of the Obvious Senior Intern Jamie is safely sheltering in the attic. But he still keeps an eye on industry news and just shared this survey from marketing agency Element-R Partners, which found that 74% of marketers had changed or reduced activities during the pandemic. A majority (61%) were somewhat or highly annoyed by business-as-usual messages.
As it happens, brand risk fell in the second half of last year, according to Integral Ad Science. Viewability was up but fraud results were mixed: ad fraud rates rose for campaigns that were not optimized to prevent fraud and were roughly stable for campaigns that were.
Just over half of consumers (54%) like to receive personalized messages because they show the consumers are known to the brand, plus they can be time savers. The rest (46%) find it at best unimportant, at worst creepy. Relevance far outstrips personalization when it comes to driving email opens (54% vs. 19%). Takeaway: treat each customer the way they prefer.