Written by Clemens Egle, Head of Product
Leverage the newest available video viewability technology
As digital media consumption is increasing, so is the use of video formats in advertising. In contrast to that, the adoption of ad verification technology for video formats among those controlling video players is spotty at best. Advertisers are unable to keep up with the various measurement standards supported by their ad servers and publishers. Yet, leveraging the best available technology is essential for monitoring the effectiveness of digital advertising.
Advertisers may be carefully optimistic towards the future. On the one hand, publishers demonstrate the willingness to implement new standards. A large portion of media and ad serving companies have entered into the integration validation compliance programme of the IAB. On the other hand, publishers are waiting for new standards to be finalised before beginning to adopt existing technologies. Until then, advertisers are discouraged from verifying the effectiveness of their video ad spend. Checking with each supply-side partner individually which technology their video players support is time-consuming and operationally inefficient. Depending on the number of publishers involved in a video ad campaign, the advertiser or its agencies may need to create multiple sets of ad tags for example. Some buying strategies might mitigate this issue but in many cases there are temporary workarounds. More often than not, a holistic coverage is unachievable, especially since the use of automated ad delivery systems is increasing.
On Desktop and mobile web environments, VPAID is still very dominant with a share of more than 95% of all impressions measured for video viewability due to few alternatives that can be leveraged by the buy-side.
Currently, the Open Measurement technology stack can be solely used for In-App measurements. Through integrating the OM SDK into Ad Network SDKs the adoption can be considered very successful – early in 2020 the OM SDK was already the leading measurement technology for InApp viewability measurements. With the release of the OM SDK for browser-based video advertising soon making its way into desktop and mobile web environments as well, setting up a viewability measurement will become very simple for the buy-side: Only a single ad tag for desktop, mobile web and In-App video ad verification will be required going forward. Also, the actual delivery of the creative and the video playback will be strictly separated from measurement technology of verification vendors, ensuring a better user experience for end users. Even though the release is around the corner, widespread adoption through integrating the OM technology into video players and Ad Network SDKs will take a considerable amount of time.
Until then, viewability measurements through VPAID will still be prevalent, although the deprecation of VPAID has been announced by the IAB Tech Lab with the release of the VAST4.1 standard two years ago now.
Since no one technology is likely to fully cover the entire media landscape in the near future, we have developed a solution to address the advertisers’ dilemma laid out above. As a long-term member of the BVDW taskforce driving the adoption of the newest IAB standards VAST and Open Measurement, we accompanied their design process. The latest expansion to our solution is able to systematically identify the capabilities of video players and automatically employ the most suitable measurement technology. Advertisers are now guaranteed to receive the most comprehensive report on the effectiveness of their video ad campaigns. At the minimum, an indication of how long an ad was running and consequently the video completion rate can be derived from placements which don’t offer modern measurement technology yet.
Get in touch today to optimise your video campaigns, regardless of the capabilities of your sell-side partners.