video-shutterstock-92000435

MRC Approves Transaction on Viewable Impressions for Video Ads

  |  June 30, 2014   |  Comments

Marketers can now start to transact on viewable impressions for video ads, as the MRC officially gives green light.

The Media Rating Council (MRC) - the industry association that audits and accredits media measurement services - has finalized its definition of a viewable video ad, and is allowing marketers to transact based on its Viewable Impression Guidelines.

In March of this year, the MRC lifted its Viewable Impression Advisory for display advertising, which enabled marketers to purchase display ads based on new viewability metrics. However, at the time, it suggested a gating period of an additional 90 days before marketers started transacting on viewable impressions for online video ads.

With the expiration of that gating period today, the MRC has given the green light to transact on video viewability.

This is a welcome move for marketers. "Significant progress has been made on transacting upon viewable impressions for display [ads], and it is great news that we are now taking this more seriously for video [ads]," says Alex Loeffler, chief operating officer (COO) of Adconion Direct, a global provider of cross-channel advertising solutions.

The MRC's guidelines for viewable impressions for video ads require that 50 percent of pixels must be in the viewable portion of an Internet browser for at least two continuous seconds.

This requirement helps advertisers avoid the issue of paying for ads that are not seen. It also provides vendors with an opportunity to innovate around viewability, says Loeffler.

But at the same time, the changes may bring about some challenges for advertisers. "We will all see demand for viewable impressions rise, which in some cases may impact pricing," Loeffler notes.

The MRC encourages marketers to work with accredited vendors to improve viewability scores, which include Alenty, Sizmek, RealVu, comScore vCE, and Google Active View. Loeffler agrees that marketers need to evaluate and improve their current viewability scores with trusted vendor partners.

"Collaborating with vendors on how to improve viewability scores is an essential next step, as the MRC guidelines around video viewability become more defined. Vendors will improve their technology stack as more testing is done throughout the year," he says.

ClickZ Live San Francisco August 10-12: Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! Educating marketers for over 15 years, our action-packed, educationally-focused agenda covers every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.

ABOUT THE AUTHOR

Yuyu Chen

Yuyu Chen is a junior reporter at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...
  • Online Marketing Analyst
    Online Marketing Analyst (FULLBEAUTY Brands ) - New YorkINTRODUCTION: Are you interested in a unique career opportunity where you can represent...
  • Copy Editor
    Copy Editor (ClickZ / Search Engine Watch) - New YorkROLE OVERVIEW The role of the copy editor for ClickZ has many demands. Ultimately, the copy...