Major platforms’ recent video foibles (such as Facebook and Twitter) are shedding light on measurement vulnerabilities — and bringing new scrutiny to the current metrics used to evaluate success. Brands rely on credible and comparable metrics to plan and optimize their advertising spend. And as more platforms join the video party (as Pinterest did last year), the call for truly standard metrics will only grow louder.
So where do we currently stand? To ensure that everyone is playing by the same rules, the Interactive Advertising Bureau (IAB) has developed industry standards under the leadership of the Media Ratings Council (MRC). The IAB dictates that a user has the “opportunity to see an ad” when that video is least 50% in-view for two consecutive seconds. Tremor Video’s measurement methodology remains in line with this IAB standard. In fact, we were one of the first companies accredited by the MRC for our video viewability measurement.
Even so, reliable metrics still require trust — and brands want confirmation that their video views are legit. We don’t expect advertisers to just take our word for it. Therefore, we’ve partnered with multiple third-party verification vendors, including Integral Ad Science, Moat, and DoubleVerify, to provide real-time viewability measurement and optimization solutions. This ensures that results align with the advertiser’s definition of success. It’s all about giving the buyer control, which is not always possible when working with walled gardens. The lack of openness and aversion to third-party verification raises new challenges for full data collection and comparison. Transparency is key, and if the Facebook and Twitter flubs have taught us anything, it’s that there is room for error. Self-reported metrics are not always 100% accurate.
Nevertheless, when it comes to performance, counting video views is really only the first step. Once you collect the metrics, how do you measure effectiveness? Tremor Video recommends two best practices for generating the best video view. First, advertisers need to find the right audience. This means that they need to deliver relevant ads to the most receptive viewers. Next, advertisers need to engage this audience and maximize the viewer experience with compelling creative. They can capture viewer attention by adding interactivity to drive awareness and increase time spent with the brand’s message.
Check out the difference
between a standard Pre-Roll ad and our interactive Super Pre-Roll ad:
But how long does it take for an ad to make an impact? Does it vary by platform? For instance, viewers are spending an average of less than 3 seconds with ads on Snapchat. Is that long enough to win over a customer? Can 3 seconds lead to a sale? And how will this change in the future, given the rise of VR, AR, and 360 video?
Those answers aren’t clear yet. But as video capabilities continually evolve, the industry must keep up when it comes to measurement. Advertisers are seeking more and more data to show them how consumers are interacting with their brands. Innovative new video formats may force us to re-evaluate which metrics matter most. Moving forward, will a video view still matter, or will we require more advanced metrics to track eyeballs within fully immersive environments?
We don’t know exactly what the future holds, but at Tremor Video, we do know video, and we feel both excited and prepared to lead the way into this new frontier!