Byron Gordon, SEO-PR, interviews Bianca Gardner, Horizon Media, Inc. (http://www.horizonmedia.com) on the panel topic: Viewable Impressions: the Key to Online Media Performance through Smarter Buying at SES New York 2012. Bianca begins by debunking a number of previously established truisms about how impressions are delivered and seen. The first is that the greater volume of impressions should achieve greater reach. No so, according to Bianca. Her company, using a third party platform, realview.com, discovered that in working with ad networks, in particular, in terms of getting reach against intended audiences a greater volume impressions did not achieve greater reach. Next Bianca debunks the notion that above the fold media always wins. Not so, according to Bianca. Putting your ads around relevant content and why that person is visiting your site are the factors that you want to be wrapping your message around. It has nothing to do with above or below the fold.
01:31 -- Bianca discusses the benefits of using the new technology behind the viewable impression. Benefits to the agency and client include saving a lot of money as too many impressions are being wasted without the client getting any value. On the publisher side, with viewable impressions, publishers can identify portions of their site that they are clearly undervaluing and start monetizing those appropriately, such as below the fold media.
02:15 -- Bianca discusses where to begin measuring viewable data. Bianca says you are appending a pixel to your display creative and off it goes to the ad server and you immediately begin to get real-time data in terms of what volume of your media is being seen versus not for marginal CPM.
Realview, C3, and Comscore are three vendors pioneering the advent of the viewable impression.
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