Mark Hughes, CEO of C3 Metrics wonders if 68% of CMOs Dumber than CFOs? Of course not. But January, 2013…well, the answer may be different. Three components shape the answer: increasing ROI pressure on chief marketing officers; viewable impressions; and the chief financial officers bailiwick of Generally Accepted Accounting Principles (GAAP).
The Interactive Advertising Bureau (IAB), Association of National Advertisers (ANA), and American Association of Advertising Agencies (4A’s) are taking this even further, and CMOs and CFOs alike will be happy. What’s it all about? Besides the above-referenced 12% gap from server requests to fully loaded impressions, there’s an even bigger gap. The size of the Grand Canyon. 68% of all served display ads never get seen by consumers. Yes, on average, 68% of all display ads aren’t even viewable according to the C3 Labs report. Viewable means a fully loaded display ad, viewable in the screen of the consumer for at least one second (which is the IAB recommended standard).