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BizReport : Advertising archives : February 24, 2015

Video ad viewability increases

A Q4 2014 report reveals an increase in video ad viewability and a decrease in video ad fraud.

by Helen Leggatt

Insights gleaned from hundreds of billions of impressions processed by ad intelligence firm Integral Ad Science during the final quarter of 2014 reveal a 9% increase in video ad viewability to 39% from Q3. The MRC defines viewability as 50% of an ad being in a viewable area of a browser window for at least 2 continuous seconds.

The Q4 2014 Media Quality Report also shows percentage viewability remains less than the viewability rate for display ads bought from publishers, which is 53% and is also lower than the rate for display ads bought from ad networks (43%).

In addition, completion rates also rose from 20% to 26%.

"Brand risk, a measurement of unsavory content, also increased slightly during the quarter from 18.7% to 20.7%," says Will Richmond of VideoNuze which, he adds, "the company explained as being due to increased supply of lower quality ad inventory meant to capitalize on advertiser demand".

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

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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