Measuring the viewability of advertising matters so much, today, to help the industry better understand video ad viewability rates across the devices around the world, DoubleClick rolls out two new "Active View" bid optimization strategies in DoubleClick Bid Manager (DBM)—ensuring all of video ads are being seen and heard, not just YouTubes.
The new Active View bid optimization strategies launched for web and apps where video ads viewability is lower, enable optimizing towards "a video ad that is viewable on screen for at least 10 seconds," or towards "a video ad that completes in view and is audible." It uses machine learning (ML) and factors in signals like, video player size, domain and position on page, while determining optimal bid for each impression.
Also, expanding on YouTube TrueView campaigns in DoubleClick, the new Active View metrics is now available for all video ads (not just YouTube) in DoubleClick Campaign Manager and DoubleClick Bid Manager. These new viewability and audibility metrics help uncover deep insights into creative performance and user attention.
The picture below shows all Audibility & Viewability metrics available:
"With new viewability and audibility metrics in DoubleClick, you can get closer to understanding which of your video ads are holding the attention of your viewers, and are thus most likely to make an impact, and which you need to improve in order to deliver more impact," writes the team.
And, because DoubleClick Campaign Manager is MRC-accredited for viewable video ad impressions for desktop web, mobile web and mobile app, it ensures these metrics have undergone a stringent, independent audit.
In addition, Google is also seeking MRC accreditation for video impressions and viewability statistics in both AdWords and DoubleClick Bid Manager.