Viewability isn’t something advertisers should need to chase after; it should be table stakes. ComScore’s move allows advertisers to focus on deeper metrics.
Viewability for video ads is higher than for display, but the area’s high CPM rates make it an attractive area for fraud, notes an Integral Ad Science report.
According to ComScore, programmatic buying might be more efficient, but it’s also rife with fraud when it comes to desktop video advertising.
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.