The 5 factors of video viewability
Similar to what’s happening in display advertising, there’s a shift underway from served to viewable impressions for video ads. By transacting only on videos that are viewable, advertisers can ensure that their ads are seen, and as a result, they can enhance their return on investment (ROI). To better understand the current state of video ad viewability on YouTube and across the web, we analyzed our DoubleClick, Google, and YouTube advertising platforms using Google’s Active View measurement technology. Here we explore the factors that help determine video viewability.