While advertisers have focused on improving viewability rates, viewability alone doesn’t determine whether or not an ad will be effective. Fresh research shows how to improve visual engagement and brand recall.
Viewability is the KPI of choice for many (despite not actually being a KPI). Videology’s quarterly report also finds that cross-screen advertising is hot, hot, hot.
For online video advertisers, viewability isn’t a KPI—it’s the bedrock that all measurements are based on. Now, Nielsen helps them get the information they need.
Despite what you’ve heard, online video ad viewability rates are rising, with Google counting a 12 percentage point gain in 2015.
The MRC’s mobile video ad viewability guidelines are the same as its desktop video ad guidelines, and aren’t intended to show that an ad was viewed to completion.
Data, automation, and measurement will forever shape the online ad-buying ecosystem, yet deep problems remain with viewability and deep-rooted fraud.
Is two seconds long enough to make an impression on potential customers? If the MRC’s preliminary guidelines stand, that’s when a mobile video ad will be considered viewable.