Yesterday, ClickZ published an article around the findings of a study conducted by Goodway Group on viewability and measurable performance. For the article, author Mike O'Brien interviewed chief operating officer of Goodway Group Jay Friedman and chief marketing officer of XAPPmedia Bret Kinsella.
“Audio Doesn’t Have the Viewability Problem of Display.” The problem is that this is only true for awareness audio campaigns. For any campaign hoping to drive engagement or conversion metrics, audio today faces higher hurdles than display. That is, unless you use voice for engagement instead of relying on touch. Let’s unpack this.