Prior to joining TVision as Chief Product Officer, I spent the past decade working to establish digital viewability standards at Google, IBM and Integral Ad Science. It took hard work and years of tinkering, but as an industry, we eventually arrived at a standardized measurement that allows advertisers and publishers to mark whether the consumer had the opportunity to see a given ad.
In television, this work is only just getting started.
For years, the industry operated under the assumption that TV is 100% viewable — a pretense that is simply not true. After all, viewers don’t have the opportunity to see an ad if they’re in another room when it airs, as is the case for a full 29% of TV commercials. These non-viewable ads are costing billions in wasted spend each year.
Fortunately, the TV industry, led by the MRC, is now paying attention to this under-measured aspect of TV. Brand advertisers, agencies, media sellers, technology companies and industry bodies have started mobilizing to address this problem. Beyond reducing waste and increasing return on ad spend, stakeholders are motivated by shifting media consumption habits and the rise of over-the-top (OTT) television. As these trends continue to blur the lines between linear TV and digital video, it is only becoming more urgent that we develop unified, person-based TV viewability standard that measures when ads are shown to people, and when they are not.
While it’s encouraging that some in our space have begun addressing this crucial issue, for the metrics to deliver real value to advertisers, it’s important that they help advertisers establish to what degree audiences really have the opportunity to see their ads.
At TVision, we believe that a successful TV Viewability standard must be able to measure three key elements: