In this session...
Understand the critical metrics that viewability alone doesn't measure. And uncover new ideas about visibility as a performance indicator as Kargo explores various digital platforms to understand which types of ad units capture visual attention in its latest research study, 'Viewability vs Visibility'.
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Viewability has traditionally been the most popular indicator of a digital campaign’s success. The premise might seem indisputable: if a unit is on-screen (viewable) for a certain amount of time, then the advertising is doing its job. But is this assumption valid? Viewability alone doesn’t seem to capture whether an ad had a lasting effect on the consumer.
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What You'll Learn from This Session...
- Understand the critical metrics that viewability alone doesn't measure
- Uncover new ideas about visibility as a performance indicator
- Learn which types of ad units capture visual attention as we explore: mobile web, gaming, social, and desktop
