October 12, 2016

TubeMogul releases first-ever SEA-specific viewability white paper

Research conducted by TubeMogul includes comment from leading agencies, brands and industry players

Singapore – October 10th, 2016 – TubeMogul (NASDAQ: TUBE), an enterprise software company for brand advertising today released its first-ever SEA-specific white paper on the state of viewability. The comprehensive paper is based on internal research and a number of interviews with representatives from leading agencies, brands and partners.  Interested readers can download the white paper free-of-charge from TubeMogul’s research library at:


TubeMogul’s viewability white paper examines everything from the basic definition of viewability to the key challenges faced when measuring viewability rates – and suggests tools on the TubeMogul platform that marketers can use in order to improve performance.

Savvy marketers know that viewability is more than a simple currency metric. It can be the difference between a campaign that works or doesn’t work. According to the Impact of Media Quality report compiled by TubeMogul and IAS last year: “ignoring viewability can cost a marketer 20% of their buy in wasted media.”

Jessica Chuang, Director, Regional Marketing, G. China, SEA & IN, Hotels.com says: “Viewability means our ads or videos can be viewed by a human being. This is particularly critical as we use digital media to extend our reach with our key target audiences such as millennials, who we know spend more time on digital formats than traditional TV. Viewability provides us guidance in understanding whether these audiences have had the opportunity to view our ads.”

Darin Williams, SEA MD of TubeMogul adds, “Regional marketers know that they should be looking at viewability when making ad buying decisions – but many are still confused by the various terms and metrics used and how it impacts cross-screen effectiveness. Many still believe that 100% viewability is a figure that should be strived for, yet the reality is quite different. This white paper is the first step in establishing a benchmark for regional marketers to work from in establishing standards, definitions and goal-setting.”

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