In
the present advertisement industry, the view-ability factor has been
a top concern. The industry wide definition of the term itself is
mould with its limitation. View-ability only means that the said
advertisement appears to the user. This limits its purview from the
determination of whether the ad is able to engage users or not.
Hence, the preview of the term must extent to the ad being viewable
rather than just making the ad appear in front of a user. Hence,
video advertising industry should redefine the goal of
view-ability of an ad to make it attractive and engaging. This would
turn videos to “engaging” ads bringing good returns to the
industry.
The
ads industry is halted with the issue of bots that is emerging as
another factor of ad frauds. In defining the parameters of viewable
ads, the pertinent issue in the industry is also to be aligned with
it. In the industry landscape that is stricken with issue like ad
blocks, the objective of any video advertisement campaign should be
elaborated. Marketers should prioritize the primary goal of an ad is
conversion of the user. Hence, in order to reach these objectives,
the expenditure in making a video viewable should be in tandem with
its objective of turning viewers to buyers. The number of views is
only an addition to the overall objective of the video campaign.
Marketers must be sure that impressions should convert and bring
actual returns.
The
primary objective of an ad is to engage users rather than making the
video viewable. Only an engaging ad will convert users much more than
a viewer friendly video. The use of rich media is crucial in
engagement of viewers. Thus, the message and quality of the video is
important. These aspects have the power to breaking in thorough any
demographic or geographic targeting. For example, the high quality
video targeted towards the youth section can be also a factor of
brand recall for the elder ones. The best advantage of these videos
is creation of a better brand perception throughout viewers.
View-ability
of an advertisement will continue to be a buzzword in the digital ad
industry. However, the concept itself would need to change with the
current requirement in the industry. The term is now more synonymous
with measurement of an ad rather than its performance being limited
within the purview of viewable impressions. An approach to increase
engagement of viewers through an ad will bring much better prospect
to the industry.
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