There seems to be endless debate around the topic of viewability, a buzzword that has been bouncing around the media echo chamber for some time. As attention shifts from desktop to mobile, this topic continues to plague many marketers and … Continued
The chasm between effective media buying strategies for TV and digital are often so large that one might be excused for forgetting both are simply attempts to advertise effectively for a brand. At its core, effective advertising means reaching the … Continued
Advertisers are doing all they can to reach consumers directly on their mobile devices, but they’re hitting a major roadblock that’s preventing them from reaching their full potential. A new report from the Media Rating Council (MRC) cited by Adweek … Continued
Mobile advertising may suffer from the hype surrounding it. Some 21% of respondents to a recent survey said they either did not know how to measure their return on investment (ROI) from mobile campaigns or just did not measure it … Continued
A week after issuing its first set of guidelines about mobile viewability, George Ivie, CEO and executive director of the Media Rating Council, explained what the changes mean for marketers during a presentation at the Interactive Advertising Bureau’s Mobile Marketplace … Continued
Traditional digital is as dead as print. Walled gardens are absolutely a problem. Ad fraud is on the brink of being solved. And consumers have stopped feeling passionate about brands and content. Those were a few of the statements made … Continued
In the time it took you to read these words, a second has gone by. In that short period, you could have viewed half an online ad and got the gist of it That, at least, is the contention of … Continued
“I wouldn’t say that everybody is ready for this, but there are numerous people clamoring for standards, and organizations are already trading on it,” George Ivie, CEO and executive director of the MRC, told Ad Exchanger. “We did feel a sense … Continued
Media industry ratings watchdog the Media Rating Council has released proposed guidelines for defining a viewable ad impression on a mobile device. The new guidelines, which are available for public review and comment here, essentially apply the same standards the … Continued
The ad industry is still hashing out how to handle the practical implications around desktop viewability, but ready or not, the Media Rating Council released the near-final draft of its mobile viewability standard for public comment on Friday. “I wouldn’t say … Continued
