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Publishers and video advertising: a snapshot of the market

With the prevalence and demand for video distribution all publishers have to adapt fast.
The digital advertising industry is an ever changing industry and one where we have seen major industrial changes over the past few years. With the prevalence and demand for video distribution all publishers have to adapt to such demands within the advertising industry. The real question for publishers became the definition of when a video is viewed: viewability is now one of the most common words inside an advertising team. There are various metrics that people consider when defining such. Such metrics include: the duration of how long a user stays on the video, use of autoplay or not, engagement with video, sound, etc. According to Google’s “Global State of Play” report, the video ad viewability rates across the web vary significantly between countries, (this data excludes YouTube, where Google says on average 93 percent of ads are viewable, compared to an average of 66 percent elsewhere across the web). The highest-rates country was the Netherlands with 81 percent of its video...
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