EyeWonder Metrics Track Ad Visibility

Digital video technology provider EyeWonder has added a new set of metrics, designed to provide advertisers and publishers with details about how their online ads are viewed in a browser.

The new Ad Visibility Suite tracks the total time (in seconds) an online ad is physically visible to users within their browsers, as well as what parts of ads are visible at any given scroll position.

EyeWonder says these additional metrics on all rich media and video ad campaigns enable publishers to gain behavioral insights about their site users, while understanding the value their ad inventory is driving for advertisers.

In addition, creative agencies are able to use the metrics to determine how viewers react to their creative in different placements on the page, and to track behavioral trends and design future ads accordingly.

When used with interaction metrics, EyeWonder says the visibility measures might allow agencies to see that low engagement rates for an ad are the result of the ad only being visible for a very short time.

'These new visibility metrics provide clients with a more comprehensive view of their ad performance by enabling them to see the exact amount of time users have ads in their browser windows and comparing that with length of engagement,' stated Chief Information Officer Ricky McClellan. 'We're providing a more complete picture of what constitutes a successful online ad campaign, resulting in more meaningful measurement.'

Web site: www.eyewonder.com .