LONDON — How many users really viewed your video ads last week? Guess again – the number may be lower than you think, thanks to unscrupulous publishers who play videos out of view or without consumers even asking.
“Fifty percent of ads, apparently, in display aren’t seen,” Publicis’ VivaKi EMEA MD Marco Bertozzi tells Beet.TV in this video interview, citing one piece of research.
“Many companies have been allowed to deliver ads saying they’re pre-roll ads and they turn out to be in-banner ads – you’re not getting the full picture.”
To tackle the problem, VivaKi has tapped Vindico’s Adtricity suite, which endeavours to measure how many actual humans are really viewing the ads marketers pay for. Vindico has previously said up to 40% of such views may be fake.
“Our proposition has always been to buy within the premium space – pre-roll and not in-banner (video),” Bertozzi says.
“Companies have been allowed to get away with delivering ads that aren’t necessarily in-view. But there’s great impetus now behind cleaning those up – it’s important we focus on doing that.”
This interview was part of Beet.TV’s “London Sessions” presented by YuMe, produced at the Starcom MediaVest offices in association with VivaKi