Talking at the Financial Times Marketing Innovators Summit this morning (2 June) he said all too often brands are paying for ads that are being served rather than being seen, which is creating a “massive challenge” for marketers.
“As an industry it’s really something we’ve got to get our minds around. What does viewed mean? How much of an ad do [consumers] have to see before you pay for it? What percentage should we be paying for? I’m very clear, it should be 100%,” he stated.
Some commentators in the industry have suggested that 70% or 90% is adequate but Weed disagreed.
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Source: Marketing Week
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