In a move that is designed to make it easier for advertisers, agencies and their suppliers to measure, account for and compare video ads distributed across platforms from TV to smartphones, the Media Rating Council (MRC) released a draft of its cross-media audience measurement standards.
The draft, which will be open for public comment for 60 days before becoming finalized, punts an important and somewhat controversial aspect of the new standards — duration weighting — until 2021 to allow the industry time to adjust to the transition.
Currently, both digital video and static digital ads currently require only 50% or more of their pixels to be in view to be credited. The draft sets a new bar for so-called “viewability,” requiring that 100% of the pixels need to be in view for a video ad to be credited, regardless of the platform it is distributed on.
George Ivie said the MRC will continue to watch how the marketplace evolves between now and 2021, keeping a particular eye on how the marketplace moves toward new standards of video ad durations. In other word: the denominator could be changed in the future.
Ivie asserted this is the fairest and most efficient way to assign credit for video ad impressions regardless of length or duration viewed, and that it simply is an accounting standard. He said it would be up to the marketplace to determine what the value of those durations and weighted durations are.
Historically, the ad industry has spent a significant amount of time and attention debating the relative value of shorter-form ad units, whether it was the migration of :60s to :30s, :30s to :15s, or the current deployment of :06s.
Source: Mandese, J. (2019, March 25). MRC Proposes 100% Viewable Cross-Media Ad Standard, Defers Duration Weighting Until 2021. MediaPost.