Advertising sales managers and business development managers alike have a shared interest in enhancing their agency’s online advertising sales and, thanks to OnScroll, a new startup from across the pond, they now have a groundbreaking new toy to play with to achieve that aim.
The grandaddy of online ads, as every business development manager can tell you, is the trusty banner ad. But how they’re served to internet users hasn’t really evolved that much, unlike their newer relations, text ads and targeted ads. That’s where London-based OnScroll steps in: there’s a big difference, its co-founder Babac Vafaey insists, between “served ads” and “viewable ads.” And advertisers need to differentiate between them if they’re to avoid wasting a lot of money.
A served ad isn’t necessarily a viewed ad
Most internet users are familiar with the way banner ads are served. They might be browsing The Wall Street Journal website and will doubtless notice prominently placed banner ads near the top of the side bar. As they scroll down the article, they’ll come across additional ads. But if they didn’t get very far, it’s highly doubtful whether they will have even got to the ads at the bottom of the page, even though they count as “served.”
The number of ads that are served but not actually seen by human eyeballs is staggering, according to OnScroll. Its research suggests that the figure is 54 per cent, which translates into a shocking $11.7 billion in wasted ad spend every year. OnScroll aims to put a stop to that. Vafaey explains:
“Basically, we’re analyzing users’ behavior on a given page to the extent that we can determine the highest percentage chance of where and how an ad will be viewed. Then we can actually measure how long an ad is being seen and give people a whole lot more information than they had before.”
A must-have new toy for business development managers
This is the kind of thing to set the sap rising in the forward-thinking business development manager. OnScroll, which is in beta at present, is a tool for agencies and publishers that lets them access the real analytics of user behavior, and then use that data to place their ads intelligently and deliver accurate feedback to advertisers. That’s a new toy worth its weight in gold.