GroupM is making changes to its viewability threshold for social video.
Old GroupM standard — 50% of video ad had to be played for it to count as a view, with sound on and resulting from the user pressing play.
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.
Current IAB standard — 50% of video ad should be in view for at least 2 consecutive seconds
The old standard still applies for pre-roll and mid-roll video ads.
Quote from John Montgomery — EVP, Brand Safety @ GroupM.
Instituting a new standard for social in-feed ads is an acknowledgement that “people are consuming that kind of video in a different way, particularly on mobile devices,”