This Tuesday, Google’s PR reps have made an encouraging statement for the year that has barely begun: they are in the process of releasing a new reporting feature that will help everyone concerned understand better, with facts and percentages, how much of their video ads are actually “seen”, as imposed by the Media Ratings Council’s standards.
The viewability stats will be made available to all campaigns served through the DoubleClick ad-technology system, via Google’s reporting tools.
The reason why Google is making this bold move is because, as Google analysts assert, approximately 55% of digital ads never perform their final purpose, meaning they are never viewed.
Photo Source: slideshare.net
Since video ads are the search engine titan’s top weapon in the battle against television advertisement, Google will surely make its best efforts in turning it profitable for advertisers and publishers as well. Performance of static ads is well accounted for and properly measured with the help of specific tools. Google had already taken the first step in allowing users to pay for exactly what it works for them. With display banner ads, users get to pay only for banners that receive views.
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<span class="s1">Obviously enough, Google’s masterplan for 2015 in terms of video viewability reporting extends towards YouTube ads as well, most likely through the </span><span class="s2">NewFronts Google Preferred</span><span class="s1"> package, which comprises the first 5% YouTube channels into 14 packages available for advertisers. The idea is to eventually provide the advertiser with sufficient specific information to make the right investments in video ads. Measuring the average amount of time the ad was viewable on YouTube, whether people are actually paying attention to the ad or mute it from the start, all of this is on Google’s agenda for 2015.</span>
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Viewability stats and viewability as a concept are very interesting factors which any app developer should take into account, especially for the year to come, which promises to be the Year of the Mobile. Find below a neat infographic detailing viewability.
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<a href="/images/uploads/2015/01/5-factors-of-viewability_infographics.pdf">5-factors-of-viewability_infographics</a>
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