A consortium of digital video companies are pushing a free viewability solution for in-stream video ads called Open VideoView. The group wants to drive the development and uptake of the advertising metric via a single standard so that brands and marketers have transparency over their campaigns: whether their ads are actually viewed or not, how much was viewed and for how long.
The solution - available free of charge - measures the portion of a video ad that is in view and the amount of time the ad is in view. The system has been successfully tested across hundreds of millions of video ad impressions and thousands of publisher sites, according to TubeMogul, which developed the code. The firm said it had been tested across hundreds of millions of video ad impressions and thousands of publisher sites.
The code is being submitted to the 3MS leadership and the Media Rating Council (MRC) as an open reference template for the viewability standard for digital video. The MRC and the IAB are two organisations behind the solution, as are BrightRoll, Innovid, LiveRail and SpotXchange.
All partner companies will share data and support the 3MS and the IAB/MRC Emerging Innovations Task Force in defining and supporting an industry-wide viewability standard. While the current code base supports the display advertising viewability guidelines proposed by 3MS – 50 percent of the video player in view on the user’s screen for the first second of the video – it can be updated to support the industry standard once it is fully defined.
""Brands and advertisers need to know what they are buying ... But there has been a lack of standards to date and proprietary technology doesn't do anyone any favours." TubeMogul Australia boss Stephen Hunt told AdNews. "From standard measures we can create standard rules [so the aim is to] build support within the field and get it out into market."
The OpenVV code is released with the most relaxed open source license available allowing anyone to copy, edit or use the code. The Flash and JavaScript open source code is available on GitHub for industry review. A demo of how OpenVV works can be viewed here.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at brendancoyne@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.