Buyers can choose between two competing viewability standards, and have results verified in real-time by their choice of third-party services.
What works now? Cross-screen video campaigns and behavioral targeting, says this stat-filled quarterly report.
Despite strong industry attention to the topic, video ads aren’t making significant progress in becoming more viewable. In fact, the small gains are eroding.
While YouTube might have the audience, big brands aren’t going to buy ads unless they get independent third-party verification.
The longer viewers spend with a video ad, the more receptive they are to both the brand and the ad’s message.
Of course a video ad that can be seen will perform better than an ad that can’t, but how does that translate to brand lift measurements?
Now that online advertisers have a viewability standard, it’s imperative to make sure all parties are measuring the results uniformly.