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.
The Open Video Viewability Initiative has been run by ad tech companies since it was started two years ago, but now the IAB Tech Lab is taking over.
While YouTube and Facebook don’t yet offer independent verification, Yahoo makes news. Will brands line up to advertise on Yahoo?
How can advertisers make sure their video ads have the best chance of being viewed? New research from Google provides invaluable information.