Every day, we mute commercials on TV, minimize screens on desktop and/or laptops and get carried away from ads with general distractions. This is all unavoidable. Ad viewability is a big concern in the programmatic space, but should it be? Galia Reichenstein, COO and head of U.S. sales at Taptica shares her thoughts.
PA.O: Won’t great creative and messaging make an ad successful, even with mediocre placement?
Galia Reichenstein: If it was only that simple, most of the companies fueling growth in this space wouldn’t exist! There are so many contributing factors to conversion rates and KPIs – from data, targeting and timing, to media placements, language and call to actions.
You can’t single out one factor. However, to get started the user definitely needs to first see the ad, which is the catalyst for everything that comes next.
PA.O: Why should viewability metrics matter when the definition of a “viewed ad” is such an abstract concept that doesn’t tie into real-world interest or intent?
Galia Reichenstein: Viewability is a trending buzzword, and like all trends, it is being overused, especially in the wrong contexts. Let’s remember the goal: Advertisers are simply looking for KPIs. When there are direct-response KPIs, they are your measurement. If that’s the case, viewability is irrelevant.
Viewability is very important when we are talking about brand awareness. It’s your main metric. In fact, it’s the only way to indicate whether the brand advertiser’s money is not just being transferred from the brand straight into the publisher’s pocket without eventually creating a purchase.
Even though it’s still not 100 percent accurate, viewability is one of the few ways advertisers can police publishers or mediators. In the end, we are in a tech-fueled industry where everything should be measureable. Everything is moving toward this transparency. Advertisers are no longer just the commodity. With all these new tools, the power is shifting back to the advertisers, and now the publisher is not (always) the king as transparency evens the playing field.
PA.O: Is the viewability concern something that a global brand needs to worry about? Wouldn’t the ads have more gravitas anyways because of brand recognition?
Galia Reichenstein: Brands have always been concerned with viewability; they just never had the tools in place to really follow up on their viewability ROI. As more budgets continue to shift towards online spend, advertisers have the privilege of being more concise and getting a more refined understanding of whom they are reaching. As a result, viewability is no longer just a trending topic, but it’s the number one leverage advertisers have with their publishers.
A big advantage of advertising online is that with the technology, which backs up advertisers’ spend, brands have the opportunity to be in control of what they are buying and where they are spending. Obviously, the number one goal is to reach their users because a nonviewable ad is wasted money.
Galia Reichenstein serves as COO and head of U.S. sales at Taptica. She is responsible for the company’s marketing direction and business development strategy, as well as onboarding long-term demand partners to the Taptica network and helping them establish and maximize campaign goals.
In a move to increase investment in its mobile division, Marimedia acquired Taptica in 2014 to advance the focus on data solutions for mobile and video advertising. Reichenstein joined Marimedia as vice president of sales and media in 2011 with more than three years of experience in the online advertising world. Prior to joining the Marimedia team, she worked for DSNR Media Group in their online mobile media sales department. In her spare time, Reichenstein stays active by dancing and snowboarding. She enjoys traveling, which helps feed her passion for reading and culture. She received her bachelor’s degree from Leeds Beckett University in public relations and French.