Only 3% of respondents to a CMO Council survey thought that the current viewability standard goes far enough.
What is the MRC standard for viewability? 50% of video ad should be in view for at least 2 consecutive seconds.
Flashback #1: Half of Marketers Want Stricter Viewability Standards
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.
New IBM standard — 100% of video ad must be in view for at least half of the video length (Ex: 15s of 30s ad)