Forbes to Verify Digital Ads Are Actually Seen
Uses comScore's Validated Campaign Essentials to provide clear analytics.
The edge that digital advertising has always had over print is its measurement and accountability. Yet there are some fundamental issues that are still being resolved and Forbes is working on one in particular—ads below the fold. The brand is partnering with comScore to use its Validated Campaign Essentials product to provide "viewable impression measurement" for all of its digital ads. In other words, Forbes will be able to tell its advertisers that an ad impression was actually seen.
With the program in place, Forbes will only charge advertisers for ads that have been viewed. The presumption is most are indeed viewed, but Forbes previously had no way of proving it. "For too long online ad pricing has involved significant guesswork because while we knew that not all ads were delivered in-view, we weren’t always sure which ones," says Forbes Media chief insights officer Bruce Rogers in a statement. "The comScore vCE technology provides much-needed transparency to accurately reflect the ads that are actually being seen. This knowledge is essential in proving that our highly engaging content delivers a higher percentage of validated impressions and that they are delivering outstanding performance to our advertiser clients."
Earlier this year, comScore released its own study that said 31 percent of ads are delivered but not seen by site visitors. This grouping consists of ads that are not in-view (a characteristic that requires at least half of the ad to be visible by readers for at least one second).
By implementing the vCE product, Forbes is guaranteeing that 100 percent of its ad impressions are visible. It’s combining this with its validated Brand Increase Guarantee program that also measures effectiveness. So if an advertiser does not see a lift in the 90 percent +/- confidence range in awareness, message association, brand favorability or purchase intent, Forbes will refund the advertiser’s money. But there’s an expensive hurdle: To participate advertisers have to spend $250,000 on Forbes.com over a 90-day period.