WPP media arm GroupM has published global viewability standards, with the support of clients such as WPP , Campbell Soup , Unilever , Volvo and Subway . The standards mandate that 100% of ad pixels must be in view for at least one-second second and that 50% of the video must be played at users’ initiation, with sound on and while 50% in view. In what it described as an "evolution" for video ads in social and other newsfeed "environments" (where the is "quick scrolling by users"), it will now require that an ad is 100% of an ad is in view for at least one-second. GroupM plans to analyse its clients’ ads against this standard, using tools such as Moat , IAS and DoubleVerify to establish how effective ads are.
WPP media arm GroupM has published global viewability standards, with the support of clients such as WPP , Campbell Soup , Unilever , Volvo and Subway . The standards mandate that 100% of ad pixels must be in view for at least one-second second and that 50% of the video must be played at users’ initiation, with sound on and while 50% in view. GroupM plans to analyse its clients’ ads against this standard, using tools such as Moat , IAS and DoubleVerify to establish how effective ads are.