GroupM, the largest media investment company in the world,
has demanded that they will pay only for online ads that are entirely viewable
by consumers, a tougher standard than the industry has been pushing. While the
industry calls and ad “viewable” if 50% is visible for one second, GroupM will only
pay for ads that are 100% visible (although not for a minimum amount of
time). The move comes amid advertisers'
growing concern that they're paying for online ads that few people see because,
for example, they're served lower down on the screen than many people scroll.
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.
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. That means
selling digital ads based on the total time that they're visible to consumers.
Conde Nast is the largest publisher to recently agree to
GroupM’s stricter guidelines
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