August 4, 2015

What ‘Viewability’ Really Means

Last week, the Wall Street Journal’s Jack Marshall published a rundown of top online platforms’ clashing viewabilty standards. Viewability’s lack of standardization has been a continual source of frustration among both advertisers and publishers, with a video ad declared viewable if it’s 50% visible for two seconds by the MRC; 100% visible for three seconds by Twitter; 100% visible for 50% of the ad by GroupM; and so on.

Here’s what today’s industry leaders are saying:

On value:

John Montgomery, COO, GroupM, North America: “Frankly, if an ad isn’t viewable, it’s worthless, and if the viewer is a machine, then it’s criminal. Either way, our clients aren’t going to pay for it.” (Source: AdExchanger)

On attribution:

Mark Pearlstein, SVP Sales and Marketing, DoubleVerify: “We are seeing strong interest in viewability for attribution…I fully expect a year from now, most media transactions are going to be paid for with viewability as part of the model.” (Source: Digiday)

On CPCV (cost-per-completed-view):

Jim Daily, President, USA and North America, Teads: “[Teads’] viewability standards are if you’re running a 30-second spot, it has to be watched by the person on their screen for 30 seconds without skipping it, so brands love that, the contextual aspect and that they’re significantly increasing their video reach.” (Source: AdExchanger)

On supply and demand:

Jon Steinberg, North American CEO, “Ad prices will also rise naturally as supply and demand recalibrate. If we move toward 100% viewable, it will constrain the buy, it will strip out a lot of fraud and ultimately it will mean the unit price will go up and most premium publishers will net out roughly the same.” (Source: AdAge).

On realistic progress:

Randall Rothenberg, President and CEO, IAB: “It’s time to set the record straight about what is technically and commercially feasible, in order to get ourselves on an effective road to 100 percent viewability and greater accountability for digital media.” (Source: IAB)

On third-party viewability measurement:

Aaron Fetters, Director of Global Insights and Analytics, Kelloggs: “We’ve always been clear with all partners across the digital ecosystem that as a principle we want to measure our investment and if we can’t measure it, it’s hard to justify the investment.” (Source: AdAge)

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It’s clear that viewability means much more than a lasting impression. It’s how advertisers and publishers determine pricing; measure ad-effectiveness; and, most importantly, forge meaningful and trusting relationships.

Teads’ suite of innovative video formats are designed to be 100% viewable, contextually-relevant, and user-friendly. Check out more of our advertiser and publisher solutions.

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