‘Video ad viewability is a major problem: Google study’ – ‘Econsultancy’ Blog
Patricio Robles says, “Advertisers have embraced video ads and many are pouring more and more of their digital budgets into them, but it turns out that they suffer from the same viewability problem that has plagued their display ad cousins.
That’s according to a newly-published study conducted by one of the biggest ad companies, Google, which says that 46% of desktop and mobile video ads it serves outside of YouTube never had the chance to be seen.
Of the unviewed ads, 76% never appeared on screen and the other 24% didn’t meet the Media Rating Council’s standard for viewability, which considers an ad to be viewable if it is half in view for at least two seconds“.
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