“By solely focusing on viewability, we might be damaging a campaign’s chances of real success”, Steve Doyle, CCO, InSkin Media
In our recent article published in Mediatel this week, InSkin’s CCO Steve Doyle talks about the development of online advertising measurement and danger of focusing solely on viewability when measuring campaign effectiveness. “Viewability is a measure of efficiency, an entry point to the brand-consumer interaction, not in itself an indicator of campaign effectiveness or consumer engagement,” says Doyle.
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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