Programmatic Viewable CPM: Now Available in Connex® Analytics
At Rise, we will never stop pursuing a more sophisticated approach to answering the advertising adage “Half of my marketing dollars are wasted, I just don’t know which half!”
Our most recent Connex® Analytics release includes programmatic CPM based on whether or not the impression was viewed. In Connex, viewable CPM data can be analyzed across countless levels: campaign, placement, and tactic, as well as custom views such as service line, department, market, and so on.
Rise has already been optimizing for our clients based on viewability, and now we are excited to surface and provide 24/7 access to viewability information with this new feature in Connex. The ultimate goal is to give even more transparency and valuable data to our clients, to collectively make smarter investments and drive incremental results.
Viewability is one of many metrics to consider in your optimization strategy. It may seem counterintuitive at first, but there is more nuance to creating a strategy for viewable impressions than optimizing only based on viewability. It’s logical to be willing to pay more for viewable real estate, which is typically above the fold. However, over-optimizing towards viewability, may result in missing the majority of auctions of inventory below the fold, where some of the most engaged eyeballs eventually land. Viewability strategies will vary based on goals: branding, ROAS, CPL, etc. In order to make these decisions, accessibility to viewability data is essential, which is why we prioritized building this feature into our performance reporting.
If you’d like to learn more about our proprietary Connex® Analytics platform, or programmatic viewability, contact Rise today.