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October News Update
Increasing Display ROI: The Power of Viewable Impressions
Increasing Display ROI: The Power of Viewable Impressions
Why you should be tracking viewable impressions in your display ad campaigns.
Figure 1 – Ad served above-the-fold
Figure 2 – Ad served below-the-fold
Figure 1 and Figure 2 are above-the-fold screenshots of a major news website – that is, screen shots of the part of the site that is immediately viewable upon loading, without scrolling down the page. An ad is pictured on the right-hand side of each of these screenshots. However, there is a key difference between the two ad placements.
Which of these ads are you more likely to click on? Figure 1, or Figure 2? To most, the answer would be quite apparent. Serving ads above the fold, or as ‘Viewable Impressions,’ will drive higher engagement and lower your media costs – even the most well-designed ad, targeted to an audience that’s well aligned with your brand, is unlikely to draw clicks when your prospect cannot see the ad in the first place! This post will go over different aspects of viewable impressions, from the official definition, to recent statistics on engagement for above-the-fold and below-the-fold ads, to measuring viewable impressions on the Kwanzoo platform, and optimizing campaigns using insights on ad viewability.
1. What is a viewable impression?
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Introducing Video Lead Form Ads
We are pleased to announce an Industry-first rich media capability from Kwanzoo, viz:
Video Lead Form Ads
Try a live demo of our Video Lead Form ad unit:
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July Newsletter
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The Power of Digital Conversations
A local event here in Silicon Valley, organized by a leading B2B marketing analyst firm, brought together marketers from several leading bay area technology firms this past week. The discussion was around how marketers must plan and execute long-running marketing campaigns, that ran for a year or more. For many marketers in the room, who were used to really short, 1 to 3 month campaign cycles, the very idea of a year long campaign left them scratching their heads.
The key idea here was that you will want to plan on a high level campaign theme that applies across all of the marketing from your company, as a brand. Then break it down into a high level campaign theme that stays consistent across all sub campaigns within each of your solution areas. So if you are a Software company, you would have a first-order campaign theme to promote your overall brand. And if you have 3 solution areas, say around Cloud, Security and Mobile, each of them would have a specific campaign theme, again to push or promote the brand and the specific solution to each of the prospect or audience segments interested in that solution.
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