Viewability is a metrics which ensures that a creative is viewed by users. We now track this metrics for Video ads that are served using the VAST template. Below are the definitions:

Viewable Impressions

The Internet Advertising Bureau (IAB) has defined viewability and considers a video ad to be viewable if it meets the below criteria.

“An impression should be considered as viewable impression, if 50% of the ad pixels are in-focus for at least 2 continuous seconds, post the ad renders”. ––– Internet Advertising Bureau

We have extended this definition to determine the Viewability metrics for other VAST metrics like First Quartile, Mid-point, Third Quartile and Complete. These events confirm the effectiveness of an ad or a campaign and show the exact period for which a video was viewed by users.

Viewable First quartile

An event would be considered as Viewable First quartile if 50% of the ad pixels or the VAST ad is in-focus and after the ad renders continuously till 25% of its length.

Exception: The continuity is still considered if the video is resumed (with above viewability condition) within 2 seconds of being offview.

Viewable Mid-point

An event would be considered as Viewable Mid-point if 50% of the ad pixels or the VAST ad is in-focus and after the ad renders continuously till 50% of its length.

Exception: The continuity is still considered if the video is resumed (with above viewability condition) within 2 seconds of being offview.

Viewable Third quartile

An event would be considered as Viewable Third quartile if 50% of the ad pixels or the VAST ad is in-focus and after the ad renders continuously till 75% of its length.

Exception: The continuity is still considered if the video is resumed (with above viewability condition) within 2 seconds of being offview.

Viewable Complete

An event would be considered as Viewable Complete when at least 50% of the ad area is in focus continuously till the end of the video.

Exception: The continuity is still considered if the video is resumed (with above viewability condition) within 2 seconds of being offview.

Notes

  • It is a premium feature that is activated only on request.
  • It is available only for ZINC ad formats and InBanner Video Ad using VAST template.
  • It will be recorded only if users select the corresponding VAST events while trafficking an ad, except Viewable impressions which are recorded for all VAST ads.

Viewability Metrics Ad Setup

Before you start tracking viewability metrics for Video ads verify if this feature is activated for your account.

Steps to Track Viewability Metrics for Video ads

Campaigns >> Create Ad >> VAST Compatible >>Track Events

  1. Go to the main Campaigns tab and click on the Create Ad sub-tab.
  2. Enter the Advertiser and Campaign name.
  3. In the Ad Details section click on the VAST Compatible template, enter details of your video file and scroll down to the Track Events section.
  4. Select the events that you want to track in the Track Events section.
    Note: ZEDO tracks the below-mentioned Viewability metrics. They are tracked if the corresponding VAST Events are selected in the VAST ad setup.

    • Viewable First quartile: Select First quartile from the VAST Events list.
    • Viewable Mid-point: Select Mid-point from the VAST Events list.
    • Viewable Third quartile: Select Third quartile from the VAST event list.
    • Viewable Complete: Select Complete from the VAST events list.
  5. Select the necessary targeting options and Submit the ad.
    Note: After the feature is activated by default all VAST ads will start tracking Viewable impressions.

Steps to generate Viewability Metrics Report

Reports >> VAST Events >> VAST Event Metrics

  1. Go to the main Report tabs and click on the VAST Events sub tab.
  2. Select the Viewability checkbox that appears in the VAST Event Metrics section.
  3. By default, all the metrics inside Viewability (i.e. Viewable Impressions, Viewable First Quartile, Viewable Mid-point, Viewable Third Quartile and Viewable Complete) are selected.
  4. You can select/deselect any of the viewability metrics individually by selecting/deselecting the corresponding checkbox.
  5. After selecting the other reporting parameter/filter click on the Submit button.

Notes

  • After activation, this report will be available in VAST event report of all Default ad trafficker roles.
  • For other roles, these metrics are not available by default.
  • You can set the privilege to view these metrics on the Create/Edit Role page.

Contact Support with Queries and Suggestions.

0 0