Advertisers want more pixels in-view for desktop display ads, more seconds for video
June 10, 2016
April 2015 research by SQAD suggests that many industry professionals aren’t even aware of the current viewability standards—and most wanted stricter guidelines. Currently, the Media Rating Council (MRC) suggests desktop display ads be counted as viewable when 50% of the ad’s pixels are visible for at least 1 continuous second; however, just 30% of US advertising professionals identified this as the adopted definition for what is considered a viewable desktop display ad. Instead, the majority believed desktop display ads should have 75% or more pixels in-view for at least 1 second.
Recent research points to the importance of viewability standards for measurement across a wide range of advertising areas. In April 2015 polling by Econsultancy, 43% of UK and US senior marketers said they used viewability rate to determine the success of their programmatic ad campaigns—the second most popular metric. And April 2015 research by Digiday and PulsePoint found that about four in 10 UK and US agency and brand professionals used viewability rate to measure both native advertising and content marketing campaigns.
eMarketer expects US digital display video ad spending—on both desktop/laptop computers and mobile devices—to hit $7.77 billion this year, up 33.8% to represent 13.3% of digital ad dollars. And SQAD found that issues emerged when it came to desktop video viewability as well, which requires 50% of pixels to be viewed for at least 2 seconds. Nearly half of respondents thought that the minimum amount of time a video should be displayed for it to be considered viewable was 5 seconds or more. Just over a quarter were OK with a minimum of 3 seconds, while only 18% said the same about 2 seconds or less.
– See more at: https://www.emarketer.com/Article/Disagreement-Persists-Over-Viewability-Definition/1012586#sthash.woNDNBj8.dpuf