Danish newspaper and news outlet, Politiken, will ensure transparency and reduce the uncertainty among advertisers so they know that their banner has been visible on Politiken.dk. They believe that guarantee of visibility is necessary in a banner market where there is uncertainty to whether one’s banners are visible or invisible. Therefore, Politiken close the automated programmatic purchase where this guarantee cannot be provided. Userneeds has conducted an eye tracking study which showed that Politiken created more than twice as much attention to ads that showed on the screen than the average across Danish websites.
As an advertiser at Politiken, you will per. January 1, 2021 be guaranteed that you only pay for the banners that have been viewable/InScreen. The reason why there exist invisible banners is that it so far has not been possible to make a reliable measurement of visibility across all formats. However, Poltiken does not believe that degrees of visibility are sustainable in the advertising market. Therefore, Politiken has chosen that it should no longer be possible to buy exposure on Politiken’s own channels via programmatic purchasing, as a guarantee of visibility cannot be provided here.
Userneeds has conducted an eye tracking study for Politiken on Politiken.dk with our U Eye panel, which is equipped with an eye tracking camera. When a camera is turned on, it records the movements of the eyes while the U Eye panel member is browsing. The study showed that Politiken created more than twice as much attention to the ads that showed on the screen than the average across Danish websites. The key to success as a subscription media and an advertiser platform is to create awareness and engagement.
In future, it will only be possible as an advertiser to have its banner exposed to Poltiken’s target group through a direct agreement with Politiken’s ad sales or the newly established Publisher Platform with minimum standards for viewability. A promise is made of quality context and 100 percent transparency.
You can read more in Danish by clicking here.
Read more about eye-tracking here.
Feel also free to contact us if you want to know more about eyetracking:
Anders Mikkelsen, Head of 360 Audiences at Userneeds
+45 26 12 08 00