Google to Tell Brands When Their Video Ads Are Actually Seen
As a way of keeping with the Media Ratings Council’s standard, Google has announced that it will start telling advertisers whether consumers are actually watching their online video ads, by telling the percentage of an advertiser’s or publisher’s video ads.
This viewability reporting will be available to any campaigns served through Google’s DoubleClick ad-technology system, including its ad exchange, but advertisers and publishers will need to use Google’s DoubleClick reporting tools to view the stats.
Video is at the foundation of Google’s efforts to move brand advertisers’ budgets from traditional media like TV to digital channels. And at the foundation of digital is viewability — or at least Google wants to put viewability at the foundation.
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Right now online advertising’s foundational metric is whether an ad was served. From there advertisers can see if people saw the ad, clicked on it, watched it, etc.
Neal Mohan, VP-Video & Display Advertising at Google
Neal Mohan, VP-video and display advertising at Google says that view ability is really table stakes, “With display banner ads, Google has already allowed advertisers to pay only for those that are viewed” he said.
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Mr. Mohan added that Google plans to roll out more viewability solutions throughout the rest of this year. As part of that 2015 viewable video ads roll-out, Google plans to extend its viewability reporting to YouTube ads bought on a reserved basis or through its NewFronts package called Google Preferred, which compiled the top 5% of YouTube channels into 14 packages for advertisers to buy.
Later this year Google also expects to start telling advertisers the average amount of time that an ad was viewable on YouTube and whether people are listening to the ad or whether it’s muted or playing in a background tab.
Google has added more than 30 TV networks and premium publishers and over 20 advertisers to sell and buy online video ads through its Partner Select program. Companies selling ads through Partner Select include Fox News, Discovery Channel, Animal Planet, Food Network, Hearst Television, Rolling Stone, Us Weekly and Men’s Fitness. And advertisers buying that private inventory include BMW and Allstate.
By Adage
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