KILLING PRINT MEDIA: TUPLES AND MATH IN DEFINING viewability, THE Viewability METRICS, THEIR ISOMORPHISMS, AND OBJECT PRIORITY USER CONTROL

Abstract

The problem treated in this paper is to develop metrics for flat, rectangular, display Viewability, (V), metrics, including digital ads. Because Visual Display is such a large part of human communication, being able to numerically measure its effectiveness, by studying visual display sub-genres, is important. Isomorphism is important in systems science, and surprisingly, it turns out that all six of the main sub-genres studied are not only isomorphic--but some at the next lower level--are hierarchically isomorphic—further evidence of a good fit to be studied using systems science. The methodology used in exploring the problem is to operationalize the objects in the, (v), tuple--defined as two areas [viewable area, (A), clutter area (c), and time (t->T), read as t becomes T]--and to let c take on different values relative to A. By induction, the results are taken to apply to all flat, rectangular and generally shaped visual displays. A combination of mathematical symbols, afforded by an equation editor APP, is used to notate expressions and equations. Distinction between numerous variable names and their recognition are enhanced by the first-time use of color in mathematics. Results in this paper include that v is defined as objects in a tuple being two areas and a time. An equation is developed for a V. The value of defining v’s using tuples suggests that a tuple-based database might be a future step toward a GST. Using GoMedia to format this paper suggests that it is time to forego print for presentation scripts, and move closer to the digital age using more of its benefits.