Demanding More Stringent Measurement, Some Brands Are Using Their Own Viewability Standards

An interesting look at how a big brand like HP values video views.

Current MRC standard — 50% of video ad should be in view for at least 2consecutive seconds

HP standard — 100% of video ad must be in view for at least half of the video length (Ex: 15s of 30s ad)

Previously on SOTS. GroupM Softens Viewability Standards for Video Ads in Social Media

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.

More on this topic. It’s Time Marketers Realize That Supply Is Not Unlimited


Want the latest insights from around the video advertising industry?
Subscribe to our State of the Screens Newsletter.


Thank you

We have received your message and will be in touch shortly.


Contact Us