What IS an Online Video Ad View?
Opinions vary on what qualifies as an online video ad view.
According to a recent consumer survey conducted by STRATA, the ad industry's current definition of online video "view" does not allow enough time for three-quarters of viewers to identify the brand or product being sold. Seventy-five percent of viewers who are able to identify the brand or product in online video ads need at least 3 seconds to do so according to STRATA - 25 percent needed just 1-2 seconds.
“The challenge of measuring viewability across different vendors and multiple screens is an on-going challenge, but an agreed upon standard across the industry will help determine ROI and ad effectiveness over time,” said Joy Baer, president of STRATA. “This is an important issue for our media buying and selling clients and we are committed to supporting its evolution in our systems.”
Additional findings from the STRATA survey include:
• 41 percent of viewers hit “skip this ad” before they recognize the brand or product being sold.
• 48 percent of respondents find TV ads and online video ads equally “annoying,” while over a third (36 percent) say online video ads more annoying.
• A majority of respondents (77 percent) would not pay a premium to avoid online ads, while 19 percent would pay up to $5 per month.
• Following humor, entertainment, and targeting, 29 percent of respondents would voluntarily watch an ad if it was educational/informative, and 17 percent would watch if a favorite actor appears in the ad.