Ginny Marvin says, “A recent survey shows that just 25 percent of people were able to identify the brand or product being advertised in online video ads within the first one to two seconds, which is the Media Rating Council standard for an online video ad impression to qualify as viewable.

To be precise, just 50 percent of the pixels must be in view for at least two seconds for a video ad impression to be deemed viewable. Three-quarters of the 654 respondents in the survey, conducted by media buying technology firm Strata, needed at least three seconds to determine the brand or product in online video ads. For 44 percent, it took at least four seconds to identify the brand or product being advertised.

Strata says the survey shows that the definition of an online video ad view is insufficient for ensuring consumers have time to recognize the brand or product being advertised“.

Survey: Video Ad “Viewability” Doesn’t Ensure Brand Or Product Recognition

Marketing Land

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