While Google has done quite well for itself with the money it has gained from using AdWords and associated properties to sell online ad space, the search giant is setting its sights on the type of money that TV networks can command for video advertising.1 One of the ways that Google is attempting to make itself more attractive to major advertisers is to offer increasing amounts of data about how their ads perform, and they have announced that they’ll be making viewability metrics available through DoubleClick reporting.
Outside of ads that are sold on the basis of clicks, most online advertising, especially with videos, is charged based on the ad being served. However, even ads that are priced based on CPM are often not seen, and a recent Google report indicates that more than half of ads are never even viewed. Since video can carry much larger costs than regular banner ads, being able to show that ads are being seen may help bring in new advertisers, something that is probably a major issue with Facebook invading the video ad market.
Per AdAge, videos will be considered to have been viewed if at least 50% of the video was on the screen for 2 seconds, which is the Media Ratings Council’s standard for these things. That seems like a pretty low hurdle, but it’s at least an indication that the video wasn’t simply running in a background tab, never even being seen. Eventually, Google plans to make information regarding the average amount of time a video was viewable and whether it was muted or not. MarketingLand reports that this data will be available through DoubleClick reporting tools, and it will be rolled out over a period of time, with DoubleClick users having access to the data first.
Note, I did attempt to find a picture of a dog watching YouTube, but they’re apparently not fans.