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Large Rectangular Ads into Round Eyeballs: The Non-standard Ad Format Conundrum
Viewability is on a long journey and along the way it has been properly defined, received basic standards and become a core KPI in the quest to effectively measure campaign effectiveness. However, these milestones are bittersweet for non-standard ad formats, which don’t fit the current rules of viewability.
ExchangeWire talked to Steve Doyle, InSkin’s CCO, about how measurement uniformity across all ad formats needs to happen to allow custom formats to thrive.
Steve Doyle, Chief Commercial Officer, InSkin Media
Steve joined InSkin Media in 2009. He is responsible for all ad sales revenue, and agency/advertiser adoption of InSkin’s ad formats, globally. He spent 4 years as Sales Controller at IDS/Virgin Media, running the digital sales team. Steve is currently Chairman of the IAB Video Council, is on the board of the IAA UK Chapter and was named Commercial Director of the Year in the IPA Media Owner Awards 2013.
READ MORE FROM STEVE:
“Fixing the Broken Viewability Model”
“Moving the dial: viewability for online branding”
“Brand Messaging on Smartphones”
“Brands need to stop relying on CTR“
“We Have To Evolve How Brand Advertisers Measure”
“Why are we using old-fashioned numbers to measure modern success”
“Navigating the Digital Landscape”