Hugo Drayton, InSkin’s CEO will be heading to Sydney to speak at Daze of Disruption with a handful of global expert speakers from Yahoo 7, PwC and Phillips. Matthew Newcomb, GM of InSkin Australia, will also be attending the event.
Monday 19 September, 4:15pm – 5pm within ‘The Math, The Madness, and The Marketer‘ session Through the Eye and into the Brain: Moving from Viewability to Visual Engagement to Understand Ad Effectiveness
While viewability has now established itself as an important validation factor in campaign briefs, the industry still lacks a solid understanding of how our knowledge of viewability (an ad’s opportunity to be seen) can be used to understand ad effectiveness. For example, how does viewability correlate with visual engagement (the likelihood of a user to actually look at the ad)? Are highly viewable ads also more likely to catch the consumer’s attention? How important are creative execution and ad format? And what does the intensity of visual engagement tell us about a campaign’s potential to be remembered?
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