Ooyala adds ad viewability metrics

DetailsMichelle Clancy | 28 May 2015

Ooyala has introduced a new feature in its video ad campaign management workflow that enables clients to book campaigns based on ad completion, in addition to traditional CPMs.

Customers of Ooyala's Videoplaza ad serving software can use viewability-based measurement for a more accurate look at audience metrics, based on how long a viewer watched a particular video advertisement. They can then tailor ad campaign goals based on certain completion events or set delivery goal benchmarks.

Video ad viewability stands at a disappointing 54% across the Web, according to research from Google, but customers with high ad completion rates can thus set higher price points for assets that drive the highest engagement, shifting the monetisation model. Basing price points on ad completions, content providers can sell inventory at an eCPM (effective CPM) rate that is higher than their typical CPM rate.

"The industry will see a major flight to quality for video advertising in 2015, of which viewability and measurement will be major components," said Sorosh Tavakoli, senior vice president of ad tech for Ooyala. "It's a natural next step as the market scales and matures. Most notably, viewability metrics eliminate much of the angst advertisers have around fraud and ambiguous impressions. Delivering measurement based on true engagement provides a new level of trust and transparency, and that will ultimately help move major advertising budgets online."