In a move that could accelerate the shift toward so-called “viewable” ad impressions, the Association of National Advertisers this morning issued an advisory to its members, asking them to transition their digital investment strategies to pay for digital advertisements that are "measurably viewable." The request, which came during the CEO Bob Liodice’s opening remarks at the ANA’s Advertising Financial Management Conference in Phoenix, was described as a push to move digital ad spending toward a “minimum opportunity to see” standard.
The advisory cited the Media Rating Council’s Viewable Impression Guidelines as that minimum standard, which defines an online display ad as viewable with 50% of the ad’s pixels are in the viewable portion of a browser for one continuous second and a minimum of two continuous seconds for video ads.
“We also recognize that there are technical challenges in this transition phase,” Liodice said in a statement, adding: “However, the transition must be accelerated as marketers have a clear focus to pay only for what is viewable. This would put digital ad buying on a comparable foundation -- consistent with other forms of media buying.”Importantly, the ANA called on its members to make viewable impressions a currency standard, with Liodice noting: “If an ad is not viewable, then the marketer should not bear the obligation to pay for it.”