Measuring data becomes worthless when companies can't sift through the numbers to find the gems. Bluefin Media CEO Brad Mandell calls on the advertising industry to create a standard viewability metric to will move ad dollars from television to the Web more quickly. He's working with a group to standardize viewability measurements for video, and said the industry must tie viewability into CPMs to make ad dollars more effective. "When companies buy branding dollars, they basically buy sets of eyeballs, and that's what the viewability metrics measures," he said. "It will make TV dollars flow a lot faster to the Web."
In-mid March, Bluefin Media will release the video platform Streaming Revolution to support its network of Web sites, as well as non-affiliate publisher sites. The company produces more than 300 original videos monthly across four verticals. All the videos are measurable and contribute to the overall cost of an advertisement running on Bluefin's network of sites. Viewability should provide a similar metric.
Mandell said the Google and comScore relationship provides that type of metrics, but that specific feature got lost in the release announcement. "It should have been the focal point on what this product brings to the table," he said. "We're already seeing decision being made whether to ramp up or pause campaigns based on this metric."
Ad networks and agencies have begun to create their own measurement tools, which won't provide a standard measurement and will only create havoc across the ad industry, Mandell said.