APR-2015 – Live Panel of Experts on Viewability

Your Monthly Prescription for Ad Industry Updates | April 2015

In August 2013, Slack was introduced. The simple communication application is now being used by 500,000 users – 135,000 of those users are paying for the service. So what makes Slack the fastest growing business application in history?

Read Progressive Communication through Slack by Diana Di Gioia Digital Campaign Manager (Follow Diana on Twitter @ADdictingOps)

Live Panel of Experts to Speak on Viewability

Mark your calendars! April 29, 2015, eHealthcare Solutions will be hosting a live panel of experts who will answer questions on viewability. We will have analytics experts from ad agencies in pharma, as well as representatives from MRC accredited media measurement services.

More information on the exact time, access method, and all participants will be forthcoming in a future email. We will also be videotaping the event and posting it on our blog.

Get your questions ready and forward them to: sem@ehsmail.com

In the meantime, here are some links that will help you understand the issues our industry is facing:
State of Viewability Transaction 2015 from the IAB
Viewability’s elephant in the room: Will advertisers pay more?
Viewability Benchmarks for 2015

If you haven’t read this white paper by comScore, yet, we highly recommend it: 2015 U.S. Digital Future in Focus

It has some fascinating benchmarks; here are some samples:

1. Viewability for display is getting better but still woefully under-performing – In Q3 2014, 46% of display impressions were actually viewable. This means that 54% of impressions were non-viewable.
2. Non-human traffic and ad fraud were big issues in 2014 – 14% of display campaigns contain 5-20% non-human traffic.
3. Desktop usage is far from dead – Increased 37% from 2010 to 2014.
4. Facebook is still king – 81% reach of total digital population.

Twitter Chats – A Case Study

For the past few months, we’ve tested promotion of our e-commerce websites via Twitter chats.

What is a Twitter chat? Multiple twitter users get together and tweet (post) under the same hashtag.

Our Goals for Participation:

• To generate more followers and engagement with Twitter profiles
• To increase visits to our e-commerce websites
• To directly attribute sales to the Twitter chat

What we saw: We saw a 700% increase in impressions and an 800% increase in engagements in the day leading up to the chat and the day of the chat.

See more at Twitter Chats – A Case Study for details and cool charts.