Viewability threaded its way through many of our sessions at last month’s Video Ad Summit, underscoring how important a topic it remains in the online video advertising industry.
Once again, the conference featured a dedicated session on viewability, which was presented by IAB and included Jonah Goodhart (CEO and Co-Founder, Moat), Rick Mandler (VP, Strategy and New Media Sales, ABC Television Networks), Mark Yackanich (CEO, Genesis Media), Julian Zilberbrand (EVP, Activation Standards, Insights and Technology, Zenith Optimedia), with Matt Prohaska (Principal, Prohaska Consulting) moderating.
The participants discussed the evolution of viewability standards, the challenges of consistently measuring viewability across devices, the complications resulting from Facebook and YouTube not allowing third-party viewability measurement, where viewability is heading over the next 12-18 months and much more.
Viewability has emerged as one of the hottest topics in the online video industry this year, for good reason - video ads that aren't seen diminish the advertiser's ROI and undermine the integrity of the market.
However, the industry is addressing viewability and at the recent Video Ad Summit, IAB presented a session that dug into the details. Participants included Rob Brett (Viacom), Tal Chalozin (Innovid), David Gunzerath (MRC) and Julian Zilberbrand (Zenith Optimedia) with Matt Prohaska moderating.
TV is moving to digital - and fast. Today, billions of digital ads are seen everyday by millions of online viewers, yet 99% of those ads are repurposed from television and often measured by traditional TV metrics of reach or gross ratings points (GRP). Not only is this inefficient, but it also only scratches the surface of measurement’s potential for digital video.
Last week, our company hosted a panel discussion in New York City with top industry leaders and agency executives to discuss the evolution of measurement beyond the current standard of impressions and GRP. We agreed that using the same success metrics as TV measurement for digital video is insufficient and the true potential of what digital video can accomplish for brands will only be reached when we look at factors such as post-impression activity, increased website visitation, lead generation, and even offline sales. These metrics looked at the broader effectiveness of digital video ads beyond simply reach.
Some of the questions addressed by the panel included: is the industry ready to add more customized measurements what should they be? What challenges do they bring? How can we balance between the need for a standardized measurement unit and customization (the specific needs each brand advertiser)?
It was a great night and I wanted to share some of the key perspectives from the panelists during the discussion:
With the vast majority of online video views free and ad-supported, it's critical that online video advertising continues to grow and mature. At the recent VideoSchmooze event, we had a deep dive session on online video advertising featuring John Nitti, president of activation for ZenithOptimedia (who oversees $10 billion of client spending), Eric Franchi, co-founder of Undertone and Ashley Swartz, CEO and founder of Furious Minds, who moderated.
I'm pleased to present the 206th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
This week we discuss 3 of our key takeaways from this past Tuesday's VideoSchmooze, which over 230 industry executives attended. The morning was jam-packed with learning and insights, which I'll continue to share in the coming weeks, along with the session videos.
First, Colin shares the observation of Craig Moffett, who was on the opening session, that many content providers are assuming Netflix/other OTT providers are not a substitute for pay-TV over time. Craig believes this is an incorrect assumption and that if content providers come to depend too heavily on digital licensing revenues from Netflix and others, they run the risk of addicting themselves, even if/when their core businesses suffer due to audiences shifting.
Next, on the mobile video session I moderated, Silvia Lovato from PBSKids Digital shared the stunning data point that 75% of its viewership from its 2-5 year-old audience now occurs on mobile devices. I believe this has incredibly profound societal implications 10, 20 and 30 years down the road, as kids learn from the earliest age to expect programming fully on-demand.
Last, we turn to Smart TVs. On the online video advertising session, John Nitti from ZenithOptimedia (who oversees $10 billion of client spending) Eric Franchi from Undertone said Smart TVs are too fragmented to be an appealing environment for advertisers for now. As more online viewing shifts to the big screen, it's imperative that advertising follow, but the separate ecosystems of each Smart TV manufacturer makes it difficult for both developers and advertisers for now. Some form of aggregation/streamlining must occur to create the scale advertising requires.
Listen in to learn more!
Click here to listen to the podcast (19 minutes, 16 seconds)