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.
There’s been a lot of attention paid to video ad viewability rates, but not a lot of action. A report from Viant finds that viewability is flat, but some sites offer far higher viewability rates than others.
It’s important to make sure your ads are being viewed by human beings, but that doesn’t tell you anything about the quality of the impressions that you’re getting.