GroupM taps UTS data visualisation tech to explain viewability standard

By AdNews | 12 September 2016

GroupM’s annual technology event Mlab is returning this week and as part of the exhibition the media agency network is tapping into University of Technology Sydney’s cutting edge data visualisation room to look under the hood of viewability.

The event, now in its fourth year, is part of GroupM’s efforts to showcase to clients some of the biggest opportunities in emerging media. Snapchat, News Corp’s Storyful and Unruly, Twitter, Celtra, InMobi and Tumblr are throwing their hats in the ring to showcase themselves as part of the future of media at this year’s event.

Each of the media companies has created an interactive experience designed to showcase their platforms and opportunities to clients.

For its part, GroupM is taking over UTS’s cutting edge data room with 360-degree 3D interactive visualisation screens, to display and explain viewability data. This year it has crunched 1.1 billion rows of data from online campaigns.

Earlier this year GroupM announced what it describes as a 100% viewability guarantee for clients, meaning that if ad units are not measured and viewable on a publisher site – the client doesn’t pay for the ad placement. 

Snapchat will be exploring how GenZ and millennials are communicating while Twitter will showcase its live broadcasting video platform. Tumblr, the Yahoo-owned content platform will walk marketers through its ‘Creatrs network’, while InMobi will outline how artificial intelligence and data science are disrupting the day to day.

Mobile company Celtra reckons mobile advertising is 10 years behind where it should be – and its pitch is to show how it can help marketers get up to speed.

News Corp has built a ‘maker lab’ for its digital storytelling and video platforms Storyful and Unruly to “demystify the science of storytelling”.

GroupM Australia & New Zealand CEO Mark Lollback says: “With rapid technological advancement a constant occurrence in our industry, clients are under ongoing pressure to be at the forefront of data and tech developments, and cutting edge thinking. By bringing together marketers with the companies that are reshaping the media landscape, we expect new possibilities to emerge that will help our clients find the best and most effective solutions to their business challenges and gain an advantage over their competitors.”

Mlab will run throughout this week kicking off today (12 September) at the University of Technology Sydney. AdNews will be hosting a series of video interviews with marketers throughout the week to get their take on what’s on display and how they plan to apply it to their own marketing.

The event is put together by GroupM’s experiential marketing agency Play Communications.

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