74% of publishers have adopted the MRCs viewability standard, but 28% of brands and agencies are currently using their own viewability standard.
Why does this matter? As advertisers demand higher quality video views publishers are responding with improved inventory.
Current MRC standard — 50% of video ad should be in view for at least 2 consecutive seconds
New HP/IBM standard — 100% of video ad must be in view for at least half of the video length (Ex: 15s of 30s ad). HP estimates that 20–30% of digital inventory meets this standard.
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.
Facebook and Nielsen partnered on a study to explore at what point video ads started to deliver value for the advertiser.