While digital ad viewability probably won\u2019t be the \u201ctopic de jure<\/em>\u201d at CES 2017, GroupM is taking into account modifiers for U.S. feed-based video advertising as it takes its own viewability standards global, according to Chief Digital Officer Rob Norman. \u201cIt\u2019s pretty well known that the GroupM viewability standards aren\u2019t met by feed-based environments,\u201d Norman says in an interview with Beet.tv.<\/p>\n

This isn\u2019t to suggest that GroupM does not have clients advertising in feed-based video. The media investment giant takes into account data showing the duration of views and uses that data \u201cas a modifier when we\u2019re advising clients as to how they allocate their money between different video platforms,\u201d Norman says.<\/p>\n

GroupM<\/a> also is working on evolving viewability standards for such formats as outstream video, according to Norman. Outside of the mobile environment, the company \u201cincreasingly and almost exclusively\u201d uses its standards for making client investment decisions.<\/p>\n

Norman expresses disappointment that the market hasn\u2019t \u201cresponded in the way one had hoped in terms of producing platform-specific creative.\u201d In many environments, \u201cI think for a lot of advertisers, very short format video remains a problem other than for simple brand recognition and depth point of view,\u201d he adds.<\/p>\n

It\u2019s GroupM\u2019s view that most media will end up embracing standards that the company can trade to, but for a lot of feed-based media it will examine duration data \u201cand use that as a modifier about what we\u2019re prepared to pay and how we allocate it,\u201d Norman says.<\/p>\n

When discussing standards and modifiers, Norman says the goal is to find the best instruments to value the duration of a view in any given platform.<\/p>\n

\u201cThe outstream issue is different from the feed-based one because you\u2019re not looking at it in a scrolling environment, you\u2019re often not looking at it in an autoplay environment,\u201d he says.<\/p>\n

As for the difference between a standard and a modifier, Norman says it comes down to the specific use case.<\/p>\n

\u201cWe thought the standard was absolutely necessary in the desktop display environment because we felt the physical nature of desktop publishing needed to be cleaned up to make ads viewable,\u201d he explains.<\/p>\n

It\u2019s not the same scenario with regard to the mobile, feed-based environment. \u201cIt\u2019s the actual measurement of time and exposure that needs to be established. They\u2019re different use cases,\u201d Norman says.<\/p>\n

This interview is part of our series \u201cThe Road to CES,\u201d a lead-up series in advance of CES 2017. The series is presented by FreeWheel<\/a>. Please find more videos from the series here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

While digital ad viewability probably won\u2019t be the \u201ctopic de jure\u201d at CES 2017, GroupM is taking into account modifiers for U.S. feed-based video advertising as it takes its own viewability standards global, according to Chief Digital Officer Rob Norman. \u201cIt\u2019s pretty well known that the GroupM viewability standards aren\u2019t met by feed-based environments,\u201d Norman […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6006],"tags":[5287,2911,5267,6003],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44062"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=44062"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44062\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=44062"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=44062"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=44062"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}