Viewpoint Rolls Out Rich Media Measurement Index
Rich media advertising technology developer Viewpoint has launched their “User Engagement Index,” a system that measures the performance of rich media advertising. The index describes how much user attention a rich media ad gets by measuring click-trough rate, display time, and the amount of user interaction with the ad. The ultimate goal of the index is to interpret a user’s interactions with a rich media ad, and discover how effective the advertising is. Viewpoint is using the index with Unicast, their online advertising service.
In addition to static information, the index measures interactions like roll-overs, hovers, clicks, and “email to a friend.” Eventually Viewpoint plans to add playback time measurements for rich media video ads. Ratings for the different interactions are combined together and presented as a single score on the index. “If an ad rates lower than 100 on the Index, marketers are either reaching the wrong audience or employing the wrong creative,” said Unicast VP Jason McKay in a statement. “This forces marketers to take a hard look at the media plan and the creative components to see what’s not working. Conversely, if an ad scores higher than 100 on the Index, then our customers know they are delivering advertising that is truly engaging their target audience.”
Viewpoint will make the User Engagement Index publicly available later this year. Indexes will be organized according to vertical industries. Index reporting services will be available to Unicast customers.
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