The Benefits of Viewability

Over the past half decade, viewability metrics have helped marketers become far more efficient and far less wasteful — but only in digital. Rather than spending their money blindly, online advertisers optimize their budgets to favor ad impressions that consumers actually have the chance to see. But what about advertiser’s biggest investment — TV, the biggest screen in the house.

Viewability’s Three Components

TV
Digital
#1
Time Ad is On-Screen
Component Fixed Fixed
Component Varies Varies
TV
Digital
#2
Percentage of Creative On-Screen
Component Fixed Fixed
Component Varies Varies
TV
Digital
#3
Person in Front of Screen
Component Varies Varies
Component Fixed Fixed

Digital Viewability, in Practice

In digital, the user is actively engaged 
with the screen at all times, it is presumed, but the content on the screen moves 
as the user navigates.

TV Viewability, in Practice

On television, however, the screen is fixed and displays the full ad content. TV viewability needs to measure the other aspect of the problem — is there anyone even there when the ad is displayed?

The industry is on track to waste billions in 2019.

TVision’s approach to measurement uncovers what was once unmeasurable. The long-believed notion that TV ads are 100% viewable is 100% false. TV Viewability finally uncovers whether people are in the room when your ad runs, helping networks better value their inventory and brands minimize waste to drive efficiency and ROAS.
“Viewability has long been a term of discussion in the digital advertising landscape but now the industry is realizing just how difficult it is to measure linear TV’s viewability as well, and track exactly how and when ads are being viewed.”
Chad Stoller, Managing Partner, IPG Media Lab

Start measuring your TV viewability.

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