Demanding More Stringent Measurement, Some Brands Are Using Their Own Viewability Standards

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

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