Leading research agency, GfK, today warned that relying on ad impressions
alone could be giving a misleading impression of online campaign performance.
Impressions, click-through rates or even branding metrics are no longer the
sole indicators in evaluating a campaign's success. This is because the ad
impressions alone do not take into account whether the advertisement was on the
visible screen of the user, nor for how long.
"Users may land on a page that includes your ad, but almost immediately
scroll to a point where your ad is no longer visible - or only partially
visible." says Arno Hummerston, one of GfK's experts in digital technologies.
"In that case, basing your ad placement on delivered ad impressions alone would
have been wasted money. To fully understand your return on investment, it's
essential to measure the delivered ad impressions alongside the visibility of
your ad: how much of your ad was visible on the viewer's screen and for how
As part of its digital strategy, GfK is launching a global instrument that
does exactly that. DeliveryControl.dx tracks browser activity (browser window
or active tab), the position of the advertisement on the website, the user's
screen resolution, and any scrolling by the user. The reporting displays the
different levels of visibility of the advertisement - whether it was fully
displayed (100%) or if at least 90%, 75%, 50% or 1% were visible on the user's
screen - and the average view time for each of these visibility levels.
Furthermore it can be segmented by site, channel, placement, ad format, and
To measure the visibility and view time, GfK applies nurago's cost
efficient and easy to implement tagging system. Ad contacts are passively
measured without the necessity of panels, and results are continuously
reported. As there is no need for an online panel, even small volume campaigns
can be evaluated reliably.
"Ultimately, the benefit is with the advertisers," says Hummerston, "since
they pay their ad agencies and marketers based on performance.
DeliveryControl.dx gives them a far truer measurement of the actual view time
that their ad is getting - plus, it gives immediate reporting, which means that
campaigns can be monitored and optimized as they are running.
"We can also take this to the next level, by combining DeliveryControl.dx
with existing GfK panel-based demographic data (from AudienceProfiles.dx and
ExposureEffects.dx ). That lets us analyze visibility on an audience level, to
produce a richer, truer and deeper picture of campaign effectiveness and
GfK is one of the world's largest research companies, with more than 11,500
experts working to discover new insights about the way people live, think and
shop, in over 100 markets, every day. GfK is constantly innovating to use the
latest technologies and the smartest methodologies to give its clients the
clearest understanding of the most important people in the world: their
customers. In 2011, GfK's sales amounted to EUR 1.37 billion. To find out more,
visit http://www.gfk.com or follow GfK on Twitter:
GfK DMI Global
Global PR & Communication