Good news, the Viewthrough Measurement Consortium and the Digital Analytics Association are partnering. We're pleased to be working with the DAA Standards Committee, who have taken up the viewthrough cause - below is their call for participants.
The viewthrough standardization proposal
seeks to establish a foundational definition and inclusion in the DAA glossary.
Although this metric is measured by many analytics, research, ad server and ad
network platforms, it is little known and understood in comparison to
clickthrough. The emerging viewable ad impression while related, is more about
ad position and delivery. Viewthrough is about latent ad response and is most
easily captured by advertiser-side site analytics like Omniture and
CoreMetrics. Even Facebook is offering up their conversion tracking pixel with hopes of
leveraging this measure as a means to understand the silent majority of people
that do not click on display ads but do respond.
This project falls under marketing
definitions, a new area for the Standards Committee and one with substantial potential
as we broaden our standards role. The
standards definition project is in the proposal stage and is seeking additional
members to set scope and provide input.
Sample Viewthrough Report
If you’d like to participate in the
viewthrough project, please contact Domenico Tassone at dtassone (AT) viewthrough DOT org.
This is not going to be another bit about declining clickthrough rates, but a quick analogy that should get the juices flowing about viewthrough measurement.
FACT: For many digital advertisers, the average rate of clicks on their display ad campaigns is about the same as the probability of being dealt a full-house in standard 5-card poker. That works out to 0.14%...actually based on the above industry averages - your odds in poker are much better.
Relying on clickthrough measurement today because it is easily available (and you have benchmarks) and not because it is meaningful or actionable exemplifies a digital marketing capability that is likely obsolete.Sure you can juice your CTR with rich media, incented video and even questionable calls-to-action on Facebook (Like Beer?), but immediate click response to displayads is often problematic.See ComScore's Natural Born Clickers (originally from 2007, updated in 2009) study for additional information.
And if you are really serious about getting away from clickthrough obsession, you can get one of these from Visual IQ!