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State of the Screens

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

By February 16, 2018No Comments

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

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.