Facebook selects new video viewability measurement partner

Meetrics has become the first firm outside the US to verify viewability metrics for videos on Facebook and Instagram.

The European ad verification firm will show advertisers what percentage of the ad is in view and for how long – on both mobile and desktop.

Advertisers will be able to see and compare how video ads performed against different levels of viewability, from the 50% and two seconds minimum recommended by various trade bodies, up to 100% and 10 seconds.

“This is really welcome news for advertisers as it will help them make better media planning decisions on Facebook and Instagram, particularly as they can compare how their campaigns performed depending on different minimum viewability thresholds,” said Philip von Hilgers, Meetrics’ CEO and co-founder.

Facebook has faced multiple measurement problems in the recent past, including inflating audience figures. In response, the body that represents UK ad agencies in the UK, the IPA, formally called upon Facebook to bring the brand safety, measurement and viewability of its online video up to acceptable industry standards.

The news comes as Instagram expands its shopping feature to eight new countries.