Video Ad Viewability: A 5-Step Survival Guide
3. Be proactive, site owners — talk to your ad buyers about your story. Too often, buyers and sellers are simply speaking different languages with regard to expectations around viewability. The simplest advice that's most often overlooked: Have a conversation with your buyer about how you'll measure campaign outcomes. Share the information you've learned about your inventory and how your offering demands a premium. Back up your case with hard data and insights derived from the measurement you've made. Don't be afraid to engage. The industry is moving fast enough that it's never a bad idea to stop, talk and ensure you're in agreement about what success means.
4. You're in the same boat, now get on the same page. It's important to understand that buyers and sellers can equally be mystified by the ongoing gyrations of industry standards and tools. Therefore, it's even more important to align yourself with your buyers’ interests — and clearly they aren't interested in ads that aren't viewable. Specifically, agree on the tools you'll use to measure viewability. Be willing to invest in the tools your buyer is using, and be sure you're taking the time to look at things from their perspective, as well as your own.
5. Test and learn before you fly. As we've already discussed, there are many tools to choose from, and results can vary dramatically. Site owners should run a trial and compare reports with their buyers. Understand the potential discrepancies between your data and theirs, and resolve them in advance. Begin the flight knowing there will be no surprises as you bring the campaign home.
Let's face it: We're all in this together. Following these guidelines and adapting from the learnings can help the sell side of the business become sharper and more in-tune with buyers’ needs. Buyers will have more trust in their trading partners and confidence in their campaign goals. Tech vendors will have greater incentive to align behind the measurements that rise to the top when buyers and sellers begin to standardize on tools and processes.