GfK suggests that relying on ad impressions alone gives an incomplete understanding of online campaign performance. Impressions, click-through rates or even branding metrics do not indicate whether the advertisement was on the visible screen of the user, nor for how long. GfK is launching a new instrument, DeliveryControl.dx, to enhance ad performance analyses.
DeliveryControl.dx tracks browser activity, the position of the advertisement on the website, the user’s screen resolution, and any scrolling by the user. Advertisers can thus gage whether advertisements were fully displayed (100%) or if at least 90%, 75%, 50% or 1% were visible on the user’s screen, as well as the average view time for each of these visibility levels. Furthermore it can be segmented by site, channel, placement, ad format, and creative.
Arno Hummerston, GfK digital technologies expert explains the new tool’s utility:
“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. 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 long.”
GfK uses nurago’s tagging system to measure the visibility and view time.
Hummerston adds: “Ultimately, the benefit is with the advertisers 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.
DeliveryControl.dx will also be combined with existing GfK panel-based demographic data (from AudienceProfiles.dx and ExposureEffects.dx) to better analyze audience visibility.