October 23, 2019
News flash—context matters! Increasingly, advertisers are realizing the impact of great user experiences on their spend. According to a recent Group M study, ads appearing in quality online environments prove 42% more cost-effective based on engagement, viewability, and dwell time.
The pressure on publishers to deliver premium inventory is only heating up, especially as limitations on third-party cookie usage increases. Nowhere does this ring truer than in the world of video, where an awesome UX is dependent upon data and a poor UX can lead directly to failure.
For a long time now, some publishers have traded their users’ needs for business goals directly tied to increased revenues. With privacy regs heating up, giving consumers more control over their data, and ad blocking users still being a major problem, a focus on UX and consumer engagement is no longer simply a nice-to-have, it’s increasingly a must-have, serving as a key competitive differentiator.
On October 17, 2019, I moderated an AdMonsters Meetup Panel—What’s UX Got to do With it? (sponsored by Cedato)—at The New York Times, featuring Dvir Doron, GM, North America, Cedato, Jay Glogovsky, Sr. Director, Revenue Analytics and Operations, The New York Times and Matt Wurst, Managing Director, North America, revelation.
We talked about how media buyers determine what constitutes a quality environment; how publishers demonstrate the value of their inventory; what exactly is a quality; how is quality quantified; what role the ad team plays in UX; what the most important tactics are that should be included in UX considerations; how optimization and contextual relevance impacts UX leading to stronger performance metrics and better monetization; and so much more.