Google is adding some new visibility reports for advertisers that are running online video ads. One of the big complaints about online video ads is that many advertisers aren’t certain just how much of their video is being viewed, and many platforms give very limited details on what percentage of the video is watched or for how many seconds before someone decides to click it or close it. Google plans to make changes to ensure video advertisers have the metrics that are important to them.
Neal Mohan, Google’s vice president of display and video advertising announced the changes at the Consumer Electronics Show in Las Vegas Tuesday.
“Video is the preferred means by which brand advertisers connect with their consumers,” Mohan said. “It’s a way to make them sort of laugh, make them think, have them make that emotional connection.”
Mohan said the goal is to make sure that advertisers’ video spots run for at least two seconds while covering at least 50 percent of screens — the industry standard.
Google also plans to add some additional reporting later this year, including a whether the video was viewed while muted or with sound playing and also if the ad was playing in a tab that wasn’t being viewed at the time.
For advertisers to get these metrics, the campaigns will need to be served through Google DoubleClick platform.
