The TL:DR is that the industry average for viewable video ads is about 48%. ZEDO’s Native InArticle Video ads have viewability of 64%. This is 20% higher.
The concern over whether video ads are actually seen recently reached a fever pitch with media coverage like “The Great Unwatched” (New York Times, By DAVID SEGAL, MAY 3, 2014). That article spawned a spate of clones, all of which argued that many video ads are not being seen by users. That video ads need to be seen by users to deliver effective results is obvious. Hand-wringing isn’t the answer.
At ZINC, we took on this challenge by engaging with MOAT in a video viewability study of our own Native InArticle Video format.
How do we know what determines viewability for a video ad? The Media Rating Council (MRC) has released an official requirement for a video ad’s viewability: 2 continuous seconds of the video advertisement must be played in the browser, with at least 50% of the player visible on-screen, and the page in-focus. That’s the definition we used.
Any unduplicated content of the ad comprising 2 continuous seconds in another impression likewise qualifies as viewable. The 2-second In-View Rate is calculated as the number of Viewable Video Impressions divided by the number of In-View Measurable Impressions. That’s the current working definition for Viewable Video Impressions as defined by both the IAB and MRC.
MOAT is certified by IAB and MRC for video viewability, so ZINC conducted a MOAT video ad viewability study using “MOAT Analytics” with ZINC’s Native InArticle video unit, across a short-form (30sec) video ad campaign. ZINC’s Native InArticle video unit drove a 2 Sec In-View score of 64%, an almost 20% higher score than the MOAT defined industry benchmark of 48%.
We’re quite happy with that, and we think you should be as well.