Where there’s a need, there’s a business plan. Brands are right to be concerned about how and where their video ads are being shown. There are a lot of auto-playing, below-the-fold video ad spots out there, any many ads are being shown on less-then-desirable inventory.
Monitoring ad placement is a fulltime job, and so a service has evolved to fill that need. Integral Ad Science, a media monitoring company based in New York City, announced the first third-party video ad monitoring solution.
Customers will have their video ads monitored for a variety of common problems, such as ads being shown on inventory that isn’t brand-safe, or on pages outside the targeted geographical area. Integral will also monitor for suspicious activity, letting brands know if the viewing numbers seem off.
Besides looking for fraudulent activity, Integral’s service provides usage metrics, letting brands know how visible the ad is, how long it’s in view, whether or not the ad was muted, and whether or not the ad was viewed at full-screen. The service also provides click-through metrics.
Nielsen customers will be able to try Integral’s service first, as it’s being integrated into Nielsen’s Online Campaign Ratings platform.
“As a natural product extension of our current offerings, video monitoring enables brands to invest smarter, while focusing on high quality media and performance,” says Scott Knoll, CEO of Integral Ad Science.