An ad served doesn’t necessarily mean an ad viewed, and digital advertisers, agencies and publishers are catching on as the industry shifts toward valuing viewable – rather than served – impressions. So what affects an ad’s viewability? It depends on who you ask. Theorem conducted a study on the present and future of online ad viewability with partner InSkin Media to analyze the most important factors.
Is HTML5 the new standard in interactive marketing? Theorem’s creative lead, Manuel Moreta, discusses this highly controversial topic.
Google Chrome is pausing secondary web content or content that is not central to the web page in order to assist with battery consumption – basically this means they will pause Flash ads and if users want to see the content they will have to click to play them.
In her first post, Mary Beth Sousa, senior engagement manager at Theorem, explains why she has a more balanced view of the relationship between traditional and technical marketing than many others do.
Here’s my problem with big data: it’s a term that probably last made sense around the year 2000.
The reality is that for many of the brands trying to navigate the challenging minefield of so-called business intelligence—for help in the area of digital outreach—it would be more useful if the term were megadata.
Essential reading for media executives who are exploring strategies to update their digital capabilities.
Navigating market change requires staying one step ahead of the digital landscape. This brief provides key takeaways from a recent Theorem-hosted roundtable discussion designed to uncover the critical enablers – and major roadblocks – that could impact digital strategies.
…you don’t have to go all the way there in one leap. Theorem Inc.’s delivery head, Manuel Moreta, discusses the steps necessary for moving towards Dynamic Creative Optimization (DCO).
No one would deny that one of the major drivers of change in the digital marketing sector is the move to user-centric design. And it’s got to be seen as a positive development. Why? Because the only way to create compelling, personalized content that really connects with target groups is to make sure it’s produced at the most individualized, customized level possible.