Tremor Video has joined the drive to boost online ad viewability by offering UK advertisers the chance to pay for ads that are 100 per cent ‘in view’ and are viewed in full duration.
The move means the video network will give advertisers viewability results in all their campaign reports, which it will derive from its proprietary technology, VideoHub, accredited for average viewability percentage by the Media rating Council last May.
The issue of whether an ad is actually in-view to readers on publishers websites, which in turn will better help marketers understand the impact of their media investment, has become a hot topic over the last year.
Advertisers are increasingly demanding more clarity and transparency when it comes to determining whether their ads are well positioned enough to have a good chance of being seen by the readers.
This led to the creation of the Making Measurement Make Sense (3MS) last year – a US initiative spearheaded by the IAB, the 4As, the ANA and Medialink – with the purpose of establishing standards for viewability metrics. It has since proposed a viewability standard that calls for 50 per cent of an ad to be visible for at least one second.
Numerous tests have been running to establish the parameters, and guidelines on standard metrics are expected to be released for display ads in the UK during the second quarter, with standards for video to follow later in the year.
Meanwhile Google has now rolled out viewability-based ad trading across its own display network.
However, IAB UK has officially advised that trading of viewable impressions be postponed until further notice due to the fact that discrepancies between the different ways each company measures viewability can cause major issues.
There are around a dozen companies now offering a way to determine viewability for display advertising, but far less that can offer the method for video.
Tremor Video will join the likes of video demand side platform TubeMogul, which launched its own version last year, while Vindico is another company to offer a video viewability services.
However, it's understood Tremor's product offers is one of the first to only bill advertisers if their ad is deemed to be 100 per cent 'in view'.