Following the launch of InSkin’s MENA office, CommunicateME Magazine caught up with Drayton to hear his thoughts on the digital measurement scene.
Viewability measurement on all devices is now accurate; the concern centers more on the low bar for ‘acceptability’ – just 50 percent of the ad for one second is NOT a demanding threshold for brand advertising. However, as a baseline, an opportunity for an ad to be seen, viewability is important; we must, however, remember that it is simply a measure of efficiency and does NOT indicate the effectiveness of a campaign in any way.
Hugo has led InSkin Media from start-up to a profitable, international business. Under his leadership, the company’s expansion across Europe, APAC and MENA has been recognised by multiple high-growth awards, including Sunday Times Tech Track 100, Media Momentum Awards, and the Deloitte Technology Fast 500. Previously, Hugo held leadership roles at Phorm, and Advertising.com, following 10 years at The Telegraph Group, where he launched the UK’s first national newspaper website. Hugo is a non-executive Director of Future plc, a Trustee of the British Skin Foundation, and a regular contributor to trade press and media conferences.