As GroupM starts to unveil their newly updated viewability standards, they are now giving out more details as to what these heightened standards will entail.
Yesterday the WPP-owned media buying agency revealed new details with regards to their updated standard, which entails policies that have been updated since 2014 in order to meet the current brand demands and consumer viewing habits. The new global standards which were announced last week are meant for display and video ad units placed on social media platforms as well as publishers websites.
Susan Schiekofer, chief digital investment officer for GroupM U.S., said in a blog post yesterday that the clarifications are meant to better explain the changes after some reports described them as a “softening” existing policies. According to Schiekofer, the new standards aim to match the speed of social platforms, which users often scroll through at a faster rate than they might on a desktop device.
“Given GroupM’s position as the world’s largest media investment group, we have heard concerns from various industry players questioning whether GroupM is effectively making it easier for even more investment to shift to the dominant digital players,” she wrote. “The answer is no. However, we must continue to track and analyze all metrics to understand the performance of new ad formats on these platforms.”
The number of ads receiving a hundred percent viewability has significantly improved of over the past few years. According to GroupM, only 18 percent of video impressions met the threshold when it was first announced three years ago before increasing to 55 percent by the middle of last year.
A few top brands have already come out in full support of the new global standards these include; Unilever, Campbell Soup Co., Shell, Subway and Volvo.
“It has always been our position that an ad that cannot be seen has no value and that our clients should not pay for anything that delivers no value,” Schiekofer wrote. “This belief continues to underpin our thinking about measurement standards in digital as we evolve them for the future.”
Below is a list of the new global ad viewability standards:
- Display ads will now need to be 100 percent in view for at least one second.
- Native and outstream video ads will be required to be viewable 100 percent with 50 percent completion of the total length regardless of whether sound is on. It also is applicable for both ads that automatically play and for those that are user-initiated.
- Infeed video ads will need to be 100 percent in view with or without sound.