Entropia guarantees clients 100% viewability with new digital media offering

Entropia logoEntropia, the new consultancy meets agency that is quickly making a name for itself Malaysia, has made the ambitious move of guaranteeing clients 100% viewability of their digital marketing campaigns.

The company, which was formed four months ago by former IPG Mediabrands regional boss Prashant Kumar and ex-Telekom Malaysia marketer Zuraida Mohammad, says it has struck deals with several publishers and a number of ad tech players to deliver campaigns for clients they can guarantee will be seen by consumers.

By viewable, Entropia is using the IAB’s global standard on viewability, which is at least 50% of a banner ad seen for at least one second.

The company is applying its 100% viewability across channels, including video as well as banners.

Entropia has run four pilot campaigns for existing clients to test the offering.

Sourabh Agrawal

Sourabh Agrawal

Sourabh Agrawal, head of data science and programmatic at Entropia, and former head of performance marketing at IPG Mediabrands who teamed up with Kumar four months ago, told Mumbrella that the firm is still in process of working through the impact of 100% viewability on ROI, and how much a client should pay for it.

Clickthrough rate typically rises by 20% with complete viewability, Agrawal said, although it is harder to determine the effect on hard metrics such as sales.

Kumar said that the real views must become a hygiene factor for the industry at a time when digital media metrics are coming under increasing scrutiny from marketers.

“While rigorous filters bring some limitations to the qualifying inventory volumes and raise costs, advertisers pay for what’s real,” Kumar said.

An uncompromising stance is the only way to persuade publishers to offer stricter standards on viewability, he added.

A market for unviewed ads has “no right to exist,” he said.

Entropia, which turned heads by winning the Tesco media account last week, joins a rising chorus of voices in the marketing industry frustrated by the fallibility of digital media measurement.

Only yesterday, at the launch for a global data innovation centre in Singapore, the APAC CMO of MasterCard, Sam Ahmed, that the industry faced major issues over the transparency and authenticity of digital media data, and agencies and client had to work together to “test and learn” to change the status quo.

At the Mumbrella360 conference in July, marketing professor Mark Ritson described digital video metrics as a “tsunami of bullshit.”


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