TubeMogul announced the global rollout of viewability reporting integrated within the TubeMogul dashboard today, empowering marketers with data on where their video ads are seen and the tools needed to reduce the number of ads that are never seen by a viewer.
TubeMogul has led the industry on the issue of video viewability as a founding member of OpenVV and is working closely with the IAB and the Media Ratings Council as they define the standard for viewability. Currently, video viewability is a patchwork of proprietary standards, and most data is not actionable. The bulk of reporting in the marketplace is rolled up at a campaign or publisher-level, making acting on the information difficult. Standards of what counts as “viewable” also vary. Many major video ad servers, for instance, consider muted videos viewable.
“Viewability starts with a simple question: did someone actually watch my ad? We are championing this key metric and applaud TubeMogul’s efforts in getting the industry closer to a standard,” says Cheryl Stump, Director of Audience On Demand at VivaKi.
The new reporting is powered by OpenVV, the open-source viewability technology developed by TubeMogul and endorsed by 20 companies including Nielsen and TRUSTe. Rather than simply report on viewability, the technology is designed to tell marketers why an ad is not getting watched.
Available today in TubeMogul’s software to all clients, the reporting tracks:
The portion of a video ad in view and how long it is in view for the entire duration of a video;
Whether a window is active (i.e. a viewer is not in another window or tab);
Whether a video is muted; and
How many ad impressions are not measurable.
Coupled with TubeMogul’s video ad buying software, the new reporting gives marketers accurate information to drastically increase viewability rates across their private and public inventory. If a site has low viewability, marketers can simply turn it off in real-time. Other metrics like player size, mutes and rates of measurability help marketers isolate and eliminate unviewable inventory.
“Since the dawn of advertising, a segment of consumers have ignored ads. For the first time, we can track exactly where consumers are tuning out, and our software gives marketers a way to do something about it,” says Brett Wilson, CEO and Co-Founder of TubeMogul.
TubeMogul is the leading enterprise software company for digital branding. The world’s largest brands and agencies unify their video advertising on TubeMogul’s programmatic platform. By using a single, integrated solution, TubeMogul’s clients gain control over their video spend, simplify their workflow and verify the success of their campaigns. Founded in 2006, TubeMogul is based in Emeryville, California with offices across North America, Europe, Asia and Australia.