Digital advertising is on the rise – but viewability issues have threatened to discredit the medium. Marketers have spent upward of $10 billion annually – about one-third of total digital ad spend – on ads that never saw the light of a pupil, unviewable because the content didn’t load properly or encountered other structural problems.
As the Media Rating Council (MRC) readied to launch a more rigorous set of viewability measurement standards, FleishmanHillard was tasked with spreading the word. But talking measurement is mundane. The topic had to be addressed in a way that would compel advertisers to take notice and – more important – action. Using quirky 30-second video PSAs shared through social, 3MS (Making Measurement Make Sense) and the MRC changed the conversation around viewability through simple allegories about failed message delivery: a graffiti artist using white paint on a white wall, an airplane banner flown over a winter beach, etc. The campaign then directed viewers to a new website to learn more about adopting the standards. PSAs and earned media articles – bylines, interviews and features – were amplified through social channels to spark conversation, using #viewability and #measurementnow.
With no paid media, the campaign secured 1.1 billion impressions, reaching 3.7 million ad professionals through coverage in publications such as Ad Week, Advertising Age, The New York Times, Wall Street Journal, Media Post, Forbes and Digiday. Plus, the efforts led to 18 ad-tech companies – from Google and Microsoft to comScore, Integral Ad Science and Yahoo – being accredited to date.