An interesting look at how a big brand like HP values video views.
Current MRC standard — 50% of video ad should be in view for at least 2consecutive seconds
HP standard — 100% of video ad must be in view for at least half of the video length (Ex: 15s of 30s ad)
Previously on SOTS. GroupM Softens Viewability Standards for Video Ads in Social Media
New GroupM standard — 100% of video ad must be in view for it to count as a view, but with or without sound and regardless of auto-start.
HP estimates that 20–30% of digital inventory meets this standard.
More on this topic. It’s Time Marketers Realize That Supply Is Not Unlimited