“Wait, the ad needs to be viewable if we want to make money,” publishers seem to be asking. And by viewable, it means it only has to be viewable for a blink of an eye – one second.
What’s more, only half the ad needs to be viewable for that one second. For video ads, two seconds.
As one media director said, “From a branding standpoint, it’s obviously important that consumers see the ad itself.”
No, I’m not making this up. That insight was from a media director.
So now publishers are wary of increased scrutiny by brands in regards to viewability.
The problem, as publishers see it, is that they – the publishers – will be held accountable for viewability.
I, personally, feel for the publishers. And think that their way out of this is not to fight the whole idea of viewability, but to actually take it further.
Use viewability to their advantage to offer data that they’re not accountable for.
How long commercials are watched for.
Well, for starters, it has to be viewable if it’s going to be watched, right? So view duration takes viewability right out of the discussion.
But even more importantly, publishers can sell this data worry-free. After all, they wouldn’t be the ones accountable if an ad isn’t watched. View duration is not their responsibility.
That’s the creative agency's responsibility. And, it could also be argued, partially the media agency's responsibility.
Advertisers can set up some monetary arrangement with their media and creative agencies based on a commercial’s view duration. The more time spent, the more the agencies make.
Publishers are still selling what they’ve always sold – data.
The only difference is that now it will be data that they’re not accountable for.