The UK’s Joint Industry Committee for Web Standards (JICWEBS) – the independent body that defines best practice and standards for online ad trading – has produced recommended guidelines for products that aim to measure the viewability of online video.
According to the latest IAB UK/PwC digital adspend study, video advertising grew 51% to £711 million in 2015, meaning it now accounts for 23% of display adspend and is growing at over three times the rate of overall online spend.
“Consequently, advertisers are becoming more focused in their demand for greater transparency in this area,” said JICWEBS chairman Richard Foan.
“This update helps their conversations with the sell-side and viewability vendors, to improve understanding of and trust in digital advertising.”
Both the AOP and ISBA – which form JICWEBS alongside the IAB, IPA and News Media Association – have endorsed the guidelines, saying that viewability remains a key issue for their members.
“After all, you can’t be made aware of a preference for a brand, much less be motivated to buy a product, if you can’t see the advertising,” said ISBA’s director of media and advertising, Mark Finney.
“We fully support the direction JICWEBS is taking to help provide greater clarity in this area for all parties involved.”
Tim Faircliff, executive chairman, AOP, added: “Media owners from our AOP membership providing quality content are keen to be part of a process to improve the reporting of video viewability levels which, ultimately, benefits both themselves and their advertiser clients.”
