This is a quickly evolving space with changes to technology happening rapidly so keep an ear out and discuss it with your teams. Although tracking viewability could change how much you pay for ad inventory, it will not lead to a viewable only purchase. Instead, the price will be reflective of the viewability rate of that ad placement.
Online video should not just be seen as an extension of your TV buy, but rather as a separate channel. Content and creative needs to be more entertaining and engaging in the very first five seconds otherwise the audience will either skip or navigate elsewhere.
Although a single technology platform solution is generally the easiest to integrate data, always be prepared to evaluate and test new emerging technology. At times, this can be in parallel to your current set up. This will make sure you are always taking advantage of the evolution of ad technology and not being left behind in this extremely competitive field.
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Viewability of an ad is based on the rate at which a served impression is seen or displayed. An example would be when a banner ad below the fold is served but the user never scrolls down, this would be classed as un-viewed. It makes sense that advertisers would only want to pay for ads which are viewed, 2016 should see technology and publishers getting up to speed with demand to make this possible.
Skippable ads in YouTube are here to stay and no longer will TVCs designed for linear TV be directly transitioned to be served on a skippable ad.
The first five seconds of an ad will become more engaging. It will be designed to hook and entertain the audience to help increase the video completion rate. We are already seeing great success within both the Telco and Finance industry, with many brands designing creative specifically for this type of short form content.
Since the start of the decade there has been a huge investment in ad technology all vying for the lucrative slice of the digital advertising dollar. Now the capital is starting to dry up, technologies will start to converge or become obsolete. There will be clear winners in each ad tech pillar and decisions to be made around brands going down a single technology stack solution (such as Adobe or Google) or opting for more niche players to suit your marketing requirements.