The advertising technology landscape is on the cusp of a significant transformation, thanks to View TV’s innovative approach to measuring ad reach and performance. By introducing a new currency based on “eyeballs” rather than traditional video impressions delivered per device, View TV is redefining the way advertisers, agencies, and publishers think about Video ad effectiveness.
The Limitations of Impressions
For years, the digital advertising industry has relied on impressions as a key metric for measuring ad performance. However, this approach has its limitations. Impressions only account for the number of times an ad is displayed on a device, without considering the actual number of people who saw it. This can lead to inaccurate measurements of ad reach and effectiveness.
The Power of Eyeballs
View TV’s approach focuses on “eyeballs,” a traditional method of measuring advertising reach and performance used in the TV industry. By shifting the focus from device-based impressions to actual eyeballs, advertisers can gain a more accurate understanding of their ad campaigns’ reach and impact. This approach allows for more precise measurement of ROI, enabling advertisers to optimize their campaigns and improve their return on investment.
Multiplier-Based Measurement
View TV’s innovative approach uses a multiplier-based system to calculate eyeballs based on viewer count data. For example:
- Mobile devices are measured at a 1:1 ratio, assuming one device equals one eyeball.
- Out-of-home (OOH) screens in airports, stadiums, and other large venues are assigned higher multipliers, reflecting the potential for multiple viewers per screen. In some cases, this can reach up to 100:1, accurately capturing the increased reach and impact of these ads.
Benefits for Advertisers and Agencies
By adopting traditional TV terms and metrics, View TV’s approach enables agencies to buy and report on ad campaigns in a more familiar and intuitive way. This shift can lead to:
- More accurate measurement of ad reach and performance
- Better ROI reporting and optimization
- Improved campaign planning and execution
- Enhanced transparency and accountability in ad buying and selling
The Future of AdTech with View TV Eyeballs
View TV’s innovative approach has the potential to revolutionize the adtech industry, providing a more effective and efficient way to measure ad performance. As the industry continues to evolve, it’s likely that more companies will follow View TV’s lead, adopting eyeball-based metrics and multiplier-based measurement systems. This shift could lead to a more transparent, accountable, and effective ad ecosystem, ultimately benefiting both advertisers and consumers.
By reapplying traditional TV terms and metrics to the digital landscape, View TV is paving the way for a more sophisticated and effective approach to ad measurement and optimization. As the industry continues to adapt to these changes, one thing is clear: the future of adtech is bright, and eyeballs are leading the way.
