The Media Rating Council (MRC) has lifted its Viewable Impression Advisory. Now marketers can purchase display ads based on new viewability metrics.
According to comScore, 183.8 million Americans watched 48.7 billion online content videos in January 2014, while the number of video ad views totaled 26.9 billion. The number of video ad views is up 195.6 percent compared to January 2013.
Google has added comScore's validated Campaign Essentials (vCE) metrics into its DoubleClick ad server in order to measure digital ad campaigns in real time.
As TV and Web increasingly share the spotlight in marketing campaigns, new developments will make measurement slightly easier.
A Facebook study in collaboration with comScore suggests that automotive campaigns effectively drive car shoppers to brand sites and model pages.
Online content video views have exceeded 50 billion a month for the first time on record, as 188.2 million Americans watched 52.4 billion online content videos in December. Meanwhile, video ad views have tripled to 35.2 billion in the past year.
Data shows Cyber Monday was a huge success, with comScore proclaiming it as the day with the heaviest online spend in U.S. history.
The digital video market has entered its adolescence. But even though it’s bigger and stronger, it’s still in its awkward teens. It must grow up as an industry and prove that digital video is just as safe and transparent as its television parent.
Google is allowing advertisers to test Nielsen's online ad measurement product when they negotiate ad buys on Google's YouTube. Many industry analysts say Google's new position could fuel the shift of additional TV ad dollars to YouTube.
Reports are out that YouTube may be planning a music video subscription service that would allow users to access videos on demand without advertising interruption for $10.