Wednesday, February 11, 2015
With increasing video spend in digital and the higher media cost of in-stream video ads, it’s crucial for marketers to understand where their video ads are running and whether they were actually seen by their intended audience. As a first step to address this need, we announced the availability of Active View, Google’s viewability metric, for Video in January. Today, we are excited to build on this with the launch of Video Verification, now available to customers on the DoubleClick Digital Marketing platform, globally. Video Verification enables advertisers to gain insights unique to video to help ensure they’re getting what they planned and paid for.
Advertisers can now confirm not only that their ads are viewable, but that every view is as prominent as possible. This means you’ll know whether your video ads are mostly displayed in large players, front and center, or in little players off to the side. With these insights, advertisers can take steps to ensure that every video dollar spent goes toward high-quality, relevant inventory.
With DoubleClick Verification, here’s what advertisers will be able to measure for video ads, including those that run on YouTube:
- Average player size
- Average player position
- Measurable impressions for player size and position
- Viewable video impressions
- A graphical illustration of player size
- Number of impressions that were muted at start
- Prominence score (low, medium, or high), which is calculated by combining the above metrics
|Video Verification UI. Player size: red = small, blue = large, green = HD|
MEC uses DoubleClick Verification to ensure brands are safe, smart, and cutting edge online
As one of the world’s leading media agencies, MEC is committed to getting the highest-quality, most relevant and cost-effective buys for its clients. To ensure their clients’ messages only appear next to brand appropriate content and that their marketing dollars are well spent, MEC started using DoubleClick Verification.
With DoubleClick Verification built right into the DoubleClick Digital Marketing platform, the team has access to unified data, which helps them make better decisions across search and display.The team also found that they save 48 hours of turnaround time on every campaign since DoubleClick Verification requires no extra work, such as tagging. This makes the team more efficient and ensures campaigns launch on time.
Beyond peace of mind and time savings, MEC has moved from a reactive to a proactive approach to protect their clients’ brands. Tools like ad blocking guarantee that ads only appear next to brand safe content. For example, MEC recently implemented ad blocking for a major healthcare client to ensure their ads don’t appear on websites containing adult content, which could damage the healthcare firm’s brand.
To learn more about the team’s approach and results, read the full case study here.
Below are upcoming events and available resources to help you learn more about DoubleClick Verification:
- Join Oren Mor, Product Manager for DoubleClick Verification, in a Hangout on Air at 12pm EST / 9am PST on Tuesday, February 24th. Register here.
- Download the whitepaper, “5 Keys to Protecting Brand and Budget,” which guides advertisers through the process of evaluating a winning verification solution.
- Visit the Help Center.