Inscreens to become the new currency?
Media consumption

Inscreens to become the new currency?

The search for new indicators to measure the effectiveness of online advertising campaigns is incessant. One of them, ad visibility, is getting increasingly popular. Now publishers who use the Gemius’s AdOcean server are offered the possibility to plan advertising campaigns based on that indicator.

New indicators

At present, Gemius assists in planning advertising campaigns with consideration of four indicators describing their effectiveness. They are based on standards proposed by IAB Europe.

  • inscreen
    • display – serving of the ad that has been visible on the screen at least in half for at least 1 second,
    • video – serving of the video ad, whose window has been visible on the screen at least in half for at least 2 seconds in a row,
  • dwell – intentional interaction of a user with the ad (hovering a cursor or click on the ad in case of mobile devices),
  • cookie inscreen – the number of users who have seen the ad (generated inscreens),
  • cookie dwell – the number of users who have intentionally interacted with the ad (generated dwells).

Radosław Gołąb enumerates the reasons for introducing the new indicators. “We wanted to provide our clients with a tool that would cater for the market needs. The new functionality is a universal one. It can be employed in banner campaigns and video campaigns alike, irrespective of the device on which the ad is displayed. It also facilitates extending the advertising offer of our clients with new premium ad products”, the expert adds.

Inscreens – new indicator of campaign effectiveness?

Nowadays the usual measure of online campaign effectiveness is the click through rate, or CTR. It presents the percentage of ad displays that lead to a click on the same ad. But this is not sufficient to meet the present requirements of internet advertising. This is why, when planning an ad campaign, the number of inscreens, i.e. ads that were actually visible on the computer, smartphone or tablet screen, is gaining popularity.