Why Video Advertising Needs to Dump Impressions and Move to 'Cost Per View' | DigitalNext: A Blog on Emerging Media and Technology -…
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We recently proposed — with Google and Kantar Video as chief sponsors — a new, standardized metric for pricing and serving video advertising to the Interactive Advertising Bureau’s Digital Video Committee: “Cost Per View” (CPV). This would distinguish ads viewers choose to watch (“views”) from ads that automatically load in a video player (“impressions”), making a “view” mean the same thing as it does on YouTube — someone chose to watch a video.
Read more in our joint editorial with Google:
David Burch | Communications Director | TubeMogul
TubeMogul proposed and Google endorsed a new metric — cost per view (CPV) — to the IAB Digital Video Committee for review. CPV pricing would apply to all video ads that are user-initiated, distinguishing ads that viewers choose to watch from those that simply load by default within a video player or on a page, which would continue to be priced in “impressions.” For example, a “view” would be counted for video ads watched through pre-roll ad selectors, completed pre-rolls that offered the viewer an option to “skip,” or in-banner video ads that users click to watch. An “impression” would be logged for all other video ads.
Why define it this way? Viewer intention to watch an ad is widely seen as a proxy for whether a brand message is being delivered and consumed. In the next year, Kantar Media will release joint research with us analyzing specific benefits in detail. Early numbers from YouTube’s TrueView in-stream ads — which let viewers choose whether to watch an ad and only charge an advertiser if a viewer completes the ad — are promising, with 20%-70% choosing to watch an ad. Still more research by Vivaki on Hulu’s pre-roll ad selector also demonstrates the value in measuring user-initiated views