WPP’s GroupM today announced it is imposing its viewability standards globally and strengthening its viewability standard for social and mobile newsfeed environments. It’s also undertaking research to study the performance of social and newsfeed video.
The firm has had viewability standards in place for several years in the U.S. for an ad to count as a payable impression. The standards have required -- and will continue to require -- that 100% of the pixels in an ad must be in view for some duration of time for all ad formats.
GroupM said it has strengthened its standard for mobile and social newsfeed environments and now requires a one-second duration for the time a display ad passes through the viewable screen. That’s because viewers sometimes scroll too quickly to see ads, the company said.
In addition to 100% viewability, pre- and mid-roll video impressions must be user-initiated with sound on and at least 50% completed.
For social, in-feed and outstream video, impressions can be autoplayed or user-initiated, with or without sound. That’s a recommendation for now, subject to change pending research studying viewing behavior to such formats.
“Our ambition is to offer clients the absolute best quality digital media in every market,” stated John Montgomery, GroupM’s EVP, brand safety. “By working with clients and progressive media and technology partners, we can help shape the digital marketplace for the better, as we have seen in the U.S.
"It was always our goal to operate around a consistent standard globally and following many months of partner dialogue, now is the right time for us to move forward with these enhanced standards that consider the evolution in social and mobile platforms, as well as user behaviors.”
GroupM and some clients are undertaking research looking at impressions in social and newsfeed video. The firm said it will work with DoubleVerify, Moat and IAS to study impressions across Facebook, YouTube, Pinterest and Snapchat to help determine optimum “social and newsfeed video duration metrics.”