Elie Khouri shares his views on viewability in Communicate

Omnicom Media Group MENA's CEO argues there is an urgent need to improve the way viewability works

Marketers have fully embraced digital marketing and advertising as they’re now able to measure their performance better. However, while we are able to quantify the results of these investments more effectively than with legacy channels, it’s not perfect yet. In fact, the more we learn, the more we discover its limitations. This is particularly true with viewability, a measure of the opportunity to see a display or video ad online.

Not only there are varying definitions or methods to calculate viewability, but the scores for what counts as viewable ad impressions range from a comforting 94% to an abysmal 0.63%. It’s no wonder that marketers are increasing scrutiny on this metric.

In this article, published in the September issue of Communicate, Elie Khouri explains why viewability is important issue and how to fix the issues with it. You can read it in full here.

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