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Speaking at the ISBA Annual Conference today, Director General Phil Smith announced that ISBA was adopting a new viewability standard calling for advertisers to be given the facility to buy digital display at 100% in view. The current Media Rating Council (MRC) guideline is 50% in view.
ISBA recognises that different advertisers have different needs and that every advertiser should be able to buy at whatever viewability threshold(s) delivers against their business objectives including below 100%.
The longer-term aim is for there to be a market where brands are able to buy their advertising delivered as designed i.e. 100% in-view for full duration.
As ISBA move towards trying to address cross-media measurement, they believe the opportunity to see (OTS) for digital will need to be changed to meet parity with other forms of media i.e. 100% in-view.
The mid-longer-term objective is development and full alignment to global standards and ISBA will be working with JICWEBS (UK), MRC and our other regional trade bodies including the WFA, ANA, ACA and AANA to help develop and establish globally adopted standards across major markets. To that end, ISBA is now a member of the MRC and will join the cross-media measurement project that is currently underway.
Commenting on the announcement Steve Chester, Director of Media at ISBA said ‘We are very pleased to have got to this point with viewability. Raising the standard is something our member’s want but we also recognise the different needs of our members’ and what we have announced today reflects this. This is a great example of the need for the continued development of standards across the advertising and marketing industry.’
For more information, please contact Steve Chester.