“Visibility in Online Advertising is a prerequisite, a starting point, but it is not sufficient in itself to engage the consumer,” Steve Doyle, CCO, Inskin Media
According to Steve, the key factors driving consumer engagement in online advertising are content and quality of advertising, as well as creativity. For the future, Steve envisions a change in measuring ad inventory: measurement needs to be based on viewable impressions ( vCPM ), as opposed to the current model which only measures served impressions (CPM). A possible scenario would be an open-source approach for measuring viewability that builds on the industry standards that are already commonly agreed and implemented.
Steve is responsible for Inskin’s global revenue, and agency/ advertiser adoption of Inskin’s ad formats. He is on the board of the IAA UK Chapter, has chaired the IAB Video Council since 2012, and was named Commercial Director of the Year at the IPA Media Owner awards 2013. Steve joined Inskin Media in 2009 from Virgin Media/IDS where he spent 4 years as Sales Controller.
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