Google & Video Advertising That Matters
Video advertising has been on the minds of digital media professionals for some time but it has its problems - namely, viewability.
The only way to counter the very real problem of viewability is for networks to become more transparent and the biggest name in the digital advertising space is doing exactly that. Google announced last week that will begin rolling out reports for advertisers and publishers to see to what extent their video ads are being seen.
Advertisers and publishers will be able to see the percentage of video ads that were at least 50 percent in view and for at least two seconds which is inline with the Media Ratings Council's (MRC) standard on viewability. Any campaigns served through Google's DoubleClick ad system, including its ad exchange, will have access to the reports.
"When it comes to impact, being seen is not just important, it’s fundamental. That’s why this time last year, we set a goal for ourselves to help make viewability a common currency across the industry," said Google Vice President of Video and Display Advertising Neal Mohan. "I’m encouraged that this issue is staying top of mind for so many and hope that marketers and publishers continue to push for the full transparency and accountability they deserve."