{"id":27529,"date":"2017-12-12T20:30:29","date_gmt":"2017-12-12T20:30:29","guid":{"rendered":"http:\/\/adsmovil.com\/?p=27529"},"modified":"2017-12-12T20:30:29","modified_gmt":"2017-12-12T20:30:29","slug":"adsmovil-and-mma-publish-brand-safety-mobile-e-book","status":"publish","type":"post","link":"https:\/\/adsmovil.com\/en\/adsmovil-and-mma-publish-brand-safety-mobile-e-book\/","title":{"rendered":"Adsmovil and MMA Publish Brand Safety & Mobile E-Book"},"content":{"rendered":"

\"\"<\/a><\/p>\n

 <\/p>\n

What:\u00a0<\/strong>Adsmovil, in conjunction with the Mobile Marketing Association (MMA) LATAM, has published\u00a0the e-book “Brand Safety and Mobile”.<\/a>
\nWhy it matters:\u00a0<\/strong>The playbook provides a complete guide to verification, viewability, best practices, and case studies on brand management in the digital environment.<\/p>\n

\"\"<\/a><\/p>\n

Advertisers could lose approximately US$ 6.5 billion in bot-driven advertising fraud in 2017, according to projections developed by the\u00a0Association of National Advertisers (ANA).<\/strong>\u00a0This is only one of the reasons why\u00a0Brand Safety<\/strong>\u00a0has been pegged as one of the top concerns for brand managers and company CMOs, thus making viewability crucial to ensuring greater transparency in the media audit process. In an effort to nurture discussion on this topic,\u00a0Adsmovil<\/a>, a company specialized in technology, data and advertising solutions for mobile devices, has published the e-book\u00a0“Brand Safety and Mobile”<\/em>\u00a0in conjunction with the\u00a0Mobile Marketing Association (MMA) LATAM.<\/strong><\/p>\n

Advertisers could lose approximately US$ 6.5 billion in bot-driven advertising fraud in 2017.<\/p><\/blockquote>\n

The playbook can be downloaded for free\u00a0<\/a>and offers a complete guide on viewability metrics in the mobile environment, and how that measurement can guarantee a return on investment in digital media. In addition, it provides information on viewability and verification, best practices, case studies, and a glossary of terms related to brand safety and viewability.<\/p>\n

The book also features\u00a0 testimonias of executives who are pacesetters in the digital ecosystem, including:\u00a0Maria Fernanda Paba, Media Leader for Foods Category, Unilever; Pedro Travesedo, VP, Latin America at Sizmek; Leo Scullin, VP, Industry Programs at MMA; Carlos Pitchu, CEO, Salve Tribal Worldwide;\u00a0<\/strong>and\u00a0Alberto Pardo, CEO and Founder of Adsmovil;<\/strong>\u00a0among other experts.<\/p>\n

For Pardo, despite the fact that many agencies and brands are very serious about brand safety and viewability, there is still the challenge of ensuring that the entire digital ecosystem understands the importance of these issues. \u201cAdsmovil was the first company in the region to seriously incorporate brand safety and viewability. We decided to implement a strategic plan 18 months ago to combat advertising fraud, and to that end, we signed alliances with technology platforms such as Moat and Sizmek. The goal was very clear: to help our advertisers perform in safe environments,\u201d said the\u00a0Adsmovil CEO.<\/strong><\/p>\n

According to\u00a0Maria Fernanda Paba, Media Leader for Unilever\u2019s Foods Category in Brazil,<\/strong>\u00a0viewability is one of the two most relevant topics in digital marketing, both globally and in the different markets in which the company operates. “A few years ago, we understood that paying attention to viewability meant taking care of our investments, and paying for what consumers actually see, in a clear and transparent way,” she noted.<\/p>\n

For Paba, the biggest challenges in\u00a0Latin America<\/strong>\u00a0are the difficulty with transparency and open data, the monitoring of these metrics in mobile, and working with certified partners to ensure getting the necessary measurements in a more fluid and integrated way from within the companies and the advertising market. “Tracking, tracking, tracking: this is the best practice. We cannot leave this issue exclusively in the hands of agencies. Verification means investment and efficiency, and is essential for digital to grow within advertising,” she added.<\/p>\n

Despite the fact that many agencies and brands are very serious about brand safety and viewability, there is still the challenge of ensuring that the entire digital ecosystem understands the importance of these issues.<\/p><\/blockquote>\n

The e-book has a chapter dedicated to best practices, which addresses different cases of brand management success in the digital environment, in industries such as mass consumption, food and tourism, among other sectors.<\/p>\n

Among some of the playbook\u2019s highlights:<\/h3>\n
    \n
  • Discussions about viewability began approximately four years ago, with large advertisers questioning the true impact of impressions on real consumers.<\/li>\n
  • Viewability and efficiency are two different concepts. The first constitutes a metric that allows validating the exposure to an impression.<\/li>\n
  • Only 18% of video impressions met GroupM standards in 2014; by the middle of last year, the percentage had risen to 55%.<\/li>\n
  • comScore studies show that the global viewability rate is close to 50%, with small variations depending on the market.<\/li>\n
  • Verification and standards compliance are gaining more importance now in emerging regions. In terms of viewability, ads that are not seen by people and do not meet operational standards are being combated.<\/li>\n
  • Sophisticated invalid traffic represented 86% of total invalid traffic detected in the 4th quarter of 2016.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

      What:\u00a0Adsmovil, in conjunction with the Mobile Marketing Association (MMA) LATAM, has published\u00a0the e-book “Brand Safety and Mobile”. Why it matters:\u00a0The playbook provides a complete guide to verification, viewability, best practices, and case studies on brand management in the digital environment. Advertisers could lose approximately US$ 6.5 billion in bot-driven advertising fraud in 2017, according […]<\/p>\n","protected":false},"author":18,"featured_media":27530,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_themeisle_gutenberg_block_has_review":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[1],"tags":[],"class_list":["post-27529","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/posts\/27529","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/users\/18"}],"replies":[{"embeddable":true,"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/comments?post=27529"}],"version-history":[{"count":3,"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/posts\/27529\/revisions"}],"predecessor-version":[{"id":27533,"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/posts\/27529\/revisions\/27533"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/media\/27530"}],"wp:attachment":[{"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/media?parent=27529"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/categories?post=27529"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/tags?post=27529"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}