"Viewability Is Fine But It Doesn’t Tell You About Effectiveness," Hugo Drayton, CEO, InSk
In his exclusive interview with B&T, Australia’s leading authority for the Australian marketing, advertising, media and PR industries, InSkin’s Hugo Drayton shares his views on viewability and how viewability should be measured and valued.
He suggests that viewability is only a starting point and doesn’t tell us anything about ad effectiveness. “Viewability is a valuable ad validation method but it was never designed to tell us anything about effectiveness.“
Hugo believes that optimising against viewability rates without taking the placement and campaign context into account can be very misleading and actually be counter-productive to achieving campaign goals.
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