Viewing of half of a video ad has passed off as enough to be called a ‘view’ for the past three years, according to the ad industry Media Rating Council. The body may consider toughening up this standard requiring that the whole ad be viewed in its entirety for it to pass off as a view. This will inadvertently make the viewability gap that has existed between the set industry standards and the much stricter standards set by larger firms such as Unilever and GroupM to be much smaller.GroupM needs every pixel of a video ad to appear on-screen for at least half the purchased time or 30 seconds, whichever is longer, and requires consumers to press play. MRC requires half of a video ad to be in view for at least two seconds, before it calls it “viewable.”
Procter & Gamble Co. Chief Brand Officer Marc Pritchard has called on the industry to rally around the MRC rule for the sake of simplicity. Unilever Chief Brand Officer Keith Weed recently called on the industry to rally around the GroupM standard.
A few experts within the industry believe that the MRC will move to 100% standard, so that digital advertising can be at par with TV or other media channels.
“We’re constantly reviewing the measurement standards we’ve written to assess their continued relevance and effectiveness,” MRC Senior VP David Gunzerath said. The group has “no imminent plans to change the current requirements” but it “definitely” will consider the digital viewability standard as it begins a project on cross-media audience measurement later this year. That effort will develop standards for applying audience measurements such as demographics and gross rating points now used for TV to digital media as well.
“It’s possible we will” consider a 100% in-view standard, Gunzerath said, “and it’s possible we won’t.” But the decision won’t just be based on industry feedback,” he said. “It will also be based data and analysis, as was the case with the original standards.”