56% of Video Ads Are Not Viewable. Google’s New Standards.
Last week, we shared with you our cheat sheet for video marketing in 2015. The short of it is this: video is blowing up as a medium for connecting with audiences. It’s expected to account for 79% of all internet traffic in the next three years, and businesses are projected to spend close to $13 billion on video marketing by 2018.
But what we didn’t tell you…
Is that only 53% of video ads are considered viewable on desktop. That’s right. A little more than half – which, for an entire industry, is pretty pathetic. The flipside of that statistic bears better news though: 83% of video ads are viewable on the mobile web.
How Can a Paid Video Ad Not Be Viewable?
Good question. It’s one that Google has recently been addressing. “Viewable,” is defined as, “a minimum of 50 percent of the ad is in view for a minimum of 2 seconds.” …which still isn’t much. This is the IAB/MRC standard, which Google also supports.
Just because an ad is playing on your browser, it doesn’t mean that you’re actually seeing it. It could be the case that you’re looking at another tab, at another area of the screen, or that you scrolled past it in less than two seconds.
Advertisers are primarily concerned with “Active View,” which is a “viewable impression measurement technology” from Google that’s able to track and report what parts of a webpage are actually viewable (and for how long). This technology will allow advertisers know that an ad they pay for was actually seen by a real visitor.
The Best Way to Be Sure Your Video Advertising Is Seen?
Hold the user’s attention, advises Google. Video that contains more story than sales-pitch is becoming increasingly popular – with both advertisers and (obviously) viewers. Also, be sure you’re caught up on these video marketing trends for 2015 from SocialBarrel:
Using the word ‘video’ in email subject lines increases open rates (19%), CTR rates (65%), and reduces unsubscribes (26%).
33% of tablet owners watch one hour of video per day on their device.
52% of marketing professionals name video marketing as the type of content with the best ROI.
Will You Use Video Advertising This Summer?
Why or why not? If you do use video advertising, what do you love about it? If you haven’t published any video content, what’s holding you back?
ASquare Media News department was not involved in the creation of this content.