Unilever, Church and Dwight pledge support for GroupM viewability standards

Unilever and Church and Dwight have pledged their support for a series of viewability standards developed by the media investment management firm GroupM.

The new standards are designed to make it easier for companies to assess the success of digital advertising in terms of viewability, a measure of a digital ad's opportunity to be seen in terms of visual real estate and the amount of time they remain on screen.

This will help to drive greater integrity and make the medium more effective and accountable for advertisers, and address the fact that recent estimates suggest that as many as 50 percent of all digital ads are not properly viewable.

Keith Weed, chief marketing and communications officer at Unilever, said: "We support GroupM's ongoing assessment in this space to reflect changes in consumer behaviour and available ad formats, and to ensure full accountability and verification."

Meanwhile, Britta Bomhard, chief marketing officer at Church and Dwight, said the company is behind GroupM's efforts to ensure these new viewability standards are widely adopted by the industry.

Other supporters of this new advertising initiative include global brands such as Shell, Subway, Volvo and the Campbell Soup Company.

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