Unilever Reiterates Its Call For Transparency and Viewability -- Adland Must Take Note

Keith Weed

Keith Weed

February 28, 2017 - Sean Hargrave, MediaPost's London Editor, writes: The wise, witty and engaging speaker that is Keith Weed [pictured], CMO at Unilever, joined the calls at the end of last week for adland to run a tighter ship. The clarion cry was familiar -- greater transparency, improved viewability and metrics that mean something and are industry-wide. 

On that later point, Weed, writing in Marketing Week, blasts adland for continuing to offer a viewability metric that even digital marketing execs usually acknowledge is pointless. Where in the analogue world would an advertiser pay for half its message being seen for a second?

100% viewability remains Unilever's demand, and to be honest, it's difficult to argue against, isn't it? OK, so page takeovers and massive background ads that go below the fold on a long, mobile-friendly home page are the fly in the ointment here. But it's likely that there is a workaround for an ad that has clearly been seen -- even if the user has not scrolled to the bottom of a horizontal page to reveal the whole message. More...