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Teads deepens research about video viewability and best strategies to make ads more viewable
Manuela Walfenzao| 20 de agosto de 2015
Teads commissioned Millward Brown a viewability research study aiming to determine the best standards for an effective video strategy. The main conclusion was that different video formats play a direct role in influencing the users willingness to watch and engage with the ad. According to the Media Rating Council, a video is deemed viewable, so long as it is 50% visible on the users screen for at least two seconds. While this definition is largely embraced as the industry standard, many argue that two seconds is too short an exposure period for a video ad to generate a meaningful brand impact The methodology included showing a 30 second video ad to US-based audiences, ranging between 18-69 years old. The video ad was delivered through an instream or outstream formats, within a natural web environment. Ad formats effectiveness measurements were collected in a post-exposure survey. The study revealed that: Viewing time and advertising format are crucial to a video campaigns successful execution. Video advertising formats that encourage increased viewing time produce greater results for brands image. Outstream ad formats drives a 25% greater visible duration than instream ad formats. Oustream ads generate a 29% increase compared to a 26% increase for instream.
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