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BizReport : Advertising archives : January 12, 2015

Google to report viewability of video ads

Google is addressing the issue of ad viewability by unveiling a new tool that will allow marketers to tell whether video ads have been viewed or not.

by Helen Leggatt

Neal Mohan, Google's VP of display and video advertising, announced at the recent Consumer Electronics Show in Las Vegas that a new tool is now available to marketers to enable them to know whether video ads delivered via DoubleClick ad services are being watched or skipped.

Google is adhering to the industry definition for video viewability (as set by the MRC and Making Measurement Make Sense), that is, 50% or more of the video being on screen for two seconds or longer.

Viewability reporting for video campaigns is available to all marketers and publishers using the DoubleClick platforms, as well as for the DoubleClick Ad Exchange. Reporting will also soon be available for reserved inventory on YouTube, including all of Google Preferred, across desktop and app views, a significant addition with so much viewership now happening in mobile.

"I'm incredibly excited about the future of digital video for brand building," says Mohan on the DoubleClick blog. "No other medium brings together sight, sound and motion--and incredible measurability. This is the start of what we expect will be a year of leaps forward in the industry in making digital work for brand advertisers."

Image via Shutterstock

Tags: advertising, video ad tools, viewability

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  • Ephraim Bander

    Google really means did the ad run. SEEN is very different than ran. Many times in a pre-roll video that runs the full length,consumers will be looking at other areas on the screen, Our data using biometric online eye tracking technology shows on average a 30 second video that runs the full 30 seconds is actually SEEN for a little over 16 seconds.



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