ISBA, the body representing UK advertisers, has announced it is adopting a new viewability standard that will double the current industry threshold.
At its annual conference on Tuesday (6 March), the body’s director general, Phil Smith, called for advertisers to be given the option to buy digital display at “100% in view”, as opposed to the current Media Rating Council (MRC) guideline of just 50%.
ISBA said it recognises that different advertisers have different needs and that every advertiser should be able to buy at whatever viewability thresholds deliver against their business objectives, including below 100%.
However, the longer-term aim is for there to be a market where brands are able to buy their advertising “delivered as designed” – meaning 100% in-view.
“We are very pleased to have got to this point with viewability,” said ISBA’s director of media, Steve Chester.
“Raising the standard is something our members want but we also recognise the different needs of our members and what we have announced today reflects this. This is a great example of the need for the continued development of standards across the advertising and marketing industry.”
The IPA, representing agencies, has welcomed ISBA’s adoption of a new viewability standard, telling Mediatel the development aligns with the IPA’s call to action to YouTube and Facebook for the UK to be a “test bed” for delivering online and mobile video ad supply that is optimised for 100% viewability and which can be independently verified.
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“We have been pushing for 100% video visibility for a while, and so are delighted with this significant step forward in raising standards,” said Paul Bainsfair, director general, IPA.
“Our IPA research by Les Binet and Peter Field points to video being the most important brand building form online, and so this latest development can only help to further fuel its effectiveness.”
ISBA also said it believes the ‘opportunity to see’ for digital will need to be changed “to meet parity with other forms of media”.
Responding, Spencer Berwin, co-CEO of out-of-home business JCDecaux, said it was good news that online advertising is aspiring to match other digital media.
“This step by ISBA will enable advertisers to buy digital display inventory at 100% in view, encouraging cross-media measurement and bringing online media up to the standard of other digital platforms.
“The media industry needs clearer guidelines on the issues of viewability, measurement, accountability, transparency and brand safety. It’s also important we start working together across industry lines to promote a higher standard for advertisers and start really putting brands first.”
