Google had previously indicated that view ability would be the standard for its display ad network. Steps are on for video advertising through DoubleClick and YouTube, as revealed by Marketing Land.
Google made the announcement regarding the same at CES Las Vegas that at a later point in the year, it will commence reporting of view ability metrics for users from DoubleClick and selected YouTube advertisers as well. This will only be first available for “reserved inventory” on YouTube, starting with PC and then moving on to mobile. Later during this year, Google will provide the capability to “buy only viewable video impressions across the Google Display Network.”
Google has said in the blog post that, “[I]n the coming days, we will start to offer viewability reporting for video campaigns available to all marketers and publishers using our DoubleClick platforms, as well as for the DoubleClick Ad Exchange. We’ll soon have this capability for reserved inventory on YouTube as well (including all of Google Preferred) across desktop and app views, a significant addition with so much viewership now happening in mobile. In the coming months, we’ll start offering the ability to target viewable impressions in DoubleClick, as well as the ability to buy only viewable video impressions across the Google Display Network. Later in the year, we also plan to report on audibility for video ads, as well as the total amount of time an ad was viewable.”
“Viewable” in this context indicates at least 50 percent of the video ad is on the screen for a minimum of 2 seconds. Google will also provide a report of the extent to which a video ad actually plays.
The rollout sequence for the same according to Google is as follows:
“ 1. Viewability reporting in DoubleClick for Advertisers and Publisher
2. Viewability targeting in DoubleClick
3. Viewability reporting for YouTube (web first, then mobile)
4. Viewability targeting for video on the Google Display Network (including YouTube)”
Viewability has rapidly become the chief metric for brand advertisers online. This is one of the solutions to actually knocking more digital media dollars from the brands. Several current reports, including one from Google hold that a maximum of online display impressions are never observed. Considerable fraud and malpractices are also prevalent in the industry.
Google’s report, as supported by previous research by comScore and others, said that a striking 56% of online ad impressions have never been observed. While this is not a recent finding, data by Google has still received plenty of attention and highlighted the challenges being faced by digital media and advertising. Additionally, a recent poll conducted on 300 agency and digital media executives unearthed that 60% viewed viewability as the top prevailing challenge within this year. Many were negative about the ability of the industry to improve viewability levels in the near future.
As far as the IAB is concerned, 2015 is being viewed as a transitional year in terms of adoption of fresh viewability standards. The trade group has also made the argument that publishers should provide billing on the basis of impressions served, while some offer of a make good in case the threshold of 70% viewability is not attained.
In conjunction with its viewability announcement made recently, Google has also provided an update on Google Partner Select, a premium video exchange adding that “more than 30 broadcast and premium publisher brands” have now participated, and this includes CBS Interactive, Fox News, HGTV, Food Network among others. Google has also indicated in the earlier tests that there has been higher audience engagement in the Partner Select Marketplace notching up 74% completion rates. Google has discussed further that viewability is “just the starting point.”
Google has also provided numerous metrics for branding advertisers to reflect user engagement and ad impact. Its recent announcement of the Store Visits metric for AdWords provides a clear prediction of the direction in which the market is headed. The movement is from abstract metrics such as impressions to concrete, results oriented measures such as ad effectiveness measuring offline actions like sales and store visits.