GLOBAL, OCTOBER 29, 2012 – MediaMind, provider of integrated digital advertising solutions, released a trendsetting research which shows viewable impressions boost click-through rates (CTR) 55% and increase conversion rates.
In a preliminary analysis of approximately 7.4 billion rich media impressions recorded worldwide during September 2012, MediaMind quantified the connection between campaigns with a higher aggregate viewable rate and higher engagement metrics. Worldwide, CTRs of viewable impressions based on the proposed 3MS standard were 0.34% compared to 0.22% for all rich media, a lift of 54.5%.
In line with this, MediaMind has upgraded its visibility analytics offering. Customers will now have access to a far more customized solution including a viewable impressions measurement solution, fully integrated into the MediaMind ad serving platform.
Viewable impressions are display ad impressions actually in-view to the user for a pre-defined amount of time.
“It’s an agency’s core job to ensure that our clients only pay for valuable ad placements,” said Nils Röhrig, head of interaction trading EMEA at GroupM. “Getting reporting through the MediaMind platform on what ads are viewable and which are not is crucial, especially at a time where people are becoming more reluctant to deal with impressions only.”
Viewability is now available as an open Beta to all MediaMind clients, with general release expected in early November 2012. MediaMind is able to leverage advanced Rich Media technologies to boost the rate of recordable impressions and improve the overall accuracy of its Viewability reporting. Actual benchmark results for viewability rates and recordable rates are expected to be available in Q4 2012 and viewability is available globally.
