Skip to main content

Screen Wars Thought Leader Interviews are also available on

SpotifyApple PodcastGoogle Podcast
State of the Screens

GroupM Softens Viewability Standards for Video Ads in Social Media

By May 21, 2018No Comments

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,”

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.