As I’m sure you’ve noticed, we’re really hyped about View Time Optimization (VTO) by Verizon Media—and our exclusive partnership to provide it to Validity for Email customers. Not only does it change the way email marketers strategize, but the history of how it came to be is an intriguing and cool story we’re so happy to be a part of. We recently had a chat with Marcel Becker, director of product management at Verizon Media, to discuss VTO, its inception, and its future with Scott Ziegler, our senior vice president of product.
Here are some of key takeaways:
Current VTO users are seeing up to 4x the opens and 2x the engagement.
Combining VTO with the metrics available in Validity for Email, current customers are seeing marked improvement in their performance at Verizon Media inboxes.
This is not permission to spam; only qualified senders are reaching Verizon Media boxes using VTO.
VTO does not allow poor senders or spammers to use this technology to reach top inbox spots without earning the right to reach mailbox users at all. Consumer experience is the forefront of the technology, so there is no way to bypass typical filtering decisions.
Consumer privacy is NOT a concern with VTO.
There is no advanced tracking necessary to understand when a user is in their Verizon Media inbox, and thus, there is no turn-over of consumer data.