Video ad tech company Tremor Video on Monday announced it will run a pro bono campaign to educate the industry on video viewability standards. The PSA campaign will consist of four million impressions, per a release, and supports the 3MS Creative Contest, which is also intended to shine a light on the new video viewability standards.
The new standards -- which say a video ad that is at least 50% in-view for at least two continuous seconds is considered viewable -- were officially greenlighted by the Media Rating Council (MRC) on June 30. Tremor’s video viewability technology was recently accredited by the MRC.
“The 3MS Creative Contest is truly about speaking to the industry in its own language -- advertisements and creative content -- and Tremor Video is helping 3MS to extend that message to broadcast the value of new measurement standards,” stated Duke Fanelli, a representative of 3MS and executive vice president and CMO of the Association of National Advertisers. “We’re pleased Tremor Video is participating in the PSA contest as a judge and helping to build awareness for the viewable impression standards that will help to create much-needed clarity and measurement uniformity for both advertisers and publishers.”
The campaign's four million impressions promoting video viewability will not all be viewable, however. That seems counterintuitive, but Tremor says it's intentional.
A company representative explained that Tremor will measure viewable impressions using different companies’ viewability practices in order to “show how many of the four million served impressions each different company would count as ‘viewable.’” Tremor plans to report its findings in a case study.