Digital publishers continue to wrestle with the Media Rating Council decision in coming with a guideline of what it considers acceptable video ad viewability.
The official standard for non-video online advertising viewability is that 50% of the pixels of the ad must be viewable to the user for at least one continuous second; for online video that is
two continuous seconds.
But industry experts have stronger opinions on what it considers a minimum viewability standards– somewhat higher than the MRC’s
purview: “70% viewability, says Matt Arkin, vp of programmatic sales for video reach, YuMe, speaking at the OMMA Real-Time Buying event in New York City.
“100% of pixels for 50% of the duration,” says Christina Beaumier, vp of product development for GroupM’s Xaxis.
“70% is where that market has settled,
says Josh Engroff, chief digital media officer; managing partner of The Media Kitchen; kbs+ Ventures.
Jordan Rednor, co-founder/partner of Protagonist, says placement continues to be
important: “If a video is below the fold it doesn’t have the same effectiveness.”