While typography might not be a water-cooler topic, it has over the past few years emerged from design circles and entered our wider industry discourse. Choosing the right font for any form of written communication material has become a concern no longer confined to single departments, especially in the case of brands. From readability to aesthetics, a knowledge of typefaces is now an essential attribute of the contemporary brand executive.
Agencies are pushing for transparency from publishers on all fronts, but viewability has by far become their most pressing priority. Industry chatter says that around 50 percent of ads aren’t viewable — though a recent study found that it’s closer to 40 percent. Agencies, quite reasonably, want to know their ads are being seen.