Monday, November 24, 2014

Conde Naste agrees to stricter Ad Viewability Standards

More and more advertisers are increasing their digital budget but are their ads actually being viewed? Tracking impressions on publisher sites seems to be a black box.

Publishers charge based on viewable ads, which means only 50% of the ad is viewable for one second. On content rich websites, this doesn't guarantee visitors will even see it. However, Conde Naste has agreed to charge GroupM, WPP's powerful media agency network for ads that 100% viewable. Together, they will work with three tracking firms to measure adherence to these higher standards, as well as commission joint research on viewability.

Unilever has also been working with standards for online display and video ads tougher than the ones set through a process started more than two years ago by a cross-industry group called Making Measurement Make Sense.

GroupM's new video standards include four demands: video players that are entirely visible, video that is played at least halfway through while in view, audio that's on throughout viewing, and video that begins only because a consumer pressed "play," not because the clip began automatically
The Making Measurement Make Sense standard demands that 50% of the video be in view for at least two seconds.

And as the conversation around viewability continues to heat up, some publishers like the Financial Times are experimenting with time-based metrics as a more reliable means of selling inventory than simple exposure.

I'm glad to see that the industry is working on tighter standards. As a marketer and advertiser, it will be easier to accept the results of impression tracking and we can create better analysis on the effectiveness of ads.

Source: http://adage.com/article/agency-news/cond-nast-agrees-groupm-viewability-standards/295925/

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