The Internet Advertising Bureau (IAB) UK is working on new guidelines for measuring the success of online video ad campaigns, in a bid to appeal to advertisers looking for more accountability with their online campaigns.
The IAB UK is likely to follow the lead of its US branch, which concluded that a video view is counted as “50 per cent of the ad’s pixels viewed for 2 seconds”.
The new standards follow the IAB’s “Viewable Impressions Guidelines” for display ads, revealed in April. Those guidelines 50 per cent of the pixels in a desktop display banner should be visible for one second to count as an impression.
Digital video advertising spend in the UK is set to increase by 107 per cent year on year to £673m in 2014.
As the trade body looks to make buying inventory across the web comparable with more traditional media, Jonathan Gardner, Director of Communications at Turn explains how marketers can make sure future ads are as relevant as possible.
“The IAB’s plans to release video viewability standards in Q4 will encourage advertisers to be more proactive in maximising the visibility of their ads. Viewability figures should offer a powerful data pool for brands, enabling them to employ real data insights to inform their strategy.
Modern-day marketers should not worry about rising prices if they take this opportunity to showcase ROI in new ways. As always, success hinges upon access to online advertising inventory that delivers quality and relevant ads to your target audience. With the integration of viewability data, marketers can focus on reaching the target audience with the right message – this “audience first” approach will be key to success.”