IBM is the latest brand to demand a higher standard for viewability with digital video.
New IBM standard — 100% of video ad must be in view for at least half of the video length (Ex: 15s of 30s ad)
Quote from John Murphy — Head of Marketplace Quality @ OpenX:
“There’s enough interest among brands and agencies in tweaking the standard that it would behoove the MRC to take another look at the definition… I would certainly encourage the MRC to do a reset and take another look given where the industry is now versus where they were when the definition was originally established.”
Current MRC standard — 50% of video ad should be in view for at least 2 consecutive seconds
HP standard — 100% of video ad must be in view for at least half of the video length (Ex: 15s of 30s ad)
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.
HP estimates that 20–30% of digital inventory meets this standard.