GroupM Softens Viewability Standards for Video Ads in Social Media

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,”


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