While a full commercial release is still a few months away, ComScore Campaign Ratings are now in use by several influential players.
Rather than simply looking at the number of views a video campaign gets, consider measuring how many seconds those ads are on screen.
A study of co-viewing compares how people experience linear TV and streaming TV. The OTT viewers are more likely to discuss the brands advertised.
Consumers want to be rewarded for their time. “Our attention is valuable,” they say. “If you want me to watch your video ad, pay me to do it.”
Yes, viewability is important, but it’s table stakes. Rather than seeing viewability as a metric to watch, recognize it for what it is: The starting point.
What do video-loving consumers want from brands? Text on the screen is a plus, since many watch videos on-the-sly at work. An Animoto survey reveals where are how people are watching.
YuMe studied the eye movements of 400 participants to learn which types of video ads actually get watched. Connected TV ads led the way for every metric.