Meetrics will provide video viewability data for the catch-up service across all platforms and apps as part of efforts to improve transparency with agencies and advertisers.
Frank Mulhall, head of ad operations at ITV, said: “The move starts the process of raising standards for online video that only broadcasters can achieve in line with our clients’ expectations. Advertisers invest large sums in media to drive both brand and response, and whilst partial viewing of ads is still seen as acceptable in some areas of digital advertising, we believe that investment means that advertising should be seen by people and seen in full.”
Philipp von Hilgers, co-founder and managing director at Meetrics, added: “ITV is committed to give its clients full transparency over their campaign delivery and to do so it showed technological leadership by investing in their own technology stack, new industry standards, and independent measurement solutions. ITV is responding directly to what advertisers are demanding; budgets for video ads are getting larger, while video inventory, which is proven to be of high quality, is limited.”
ITV is so confident that its viewability figures will outperform the wider VOD market that it has become the first broadcaster to embrace the IAB Open Measurement SDK, considered to be the most rigorous standard for in-app viewability measurements.