How do you measure the advertising success of online video ads?
Digital video enjoys high consumer acceptance and, according to forecasts, will account for a larger share of the marketing mix in 2020. Especially in the area of mobile video, advertising spend as well as user numbers continue to rise. IAB Switzerland's Moving Image Focus Group is setting the framework for KPIs and standards in digital video ads with two publications.
Nevertheless, there is some uncertainty regarding KPIs and standards in the area of digital video ads. The moving image focus group of the industry association IAB Switzerland has taken this as an opportunity to provide a framework and background information in two publications.
The "Guide to Measuring the Advertising Impact and Success of Online Video Ads" provides background information and is intended to serve as a tool that takes into account the specific requirements of online video advertising and identifies possible methods and approaches to measurement. As a second publication, the focus group issues an overview explaining the "Digital Video Ad-Serving Standards VAST & VPAID" for the Swiss market. The head of the focus group Patrik Hämmerli emphasizes that these two topics in particular are a constant source of discussion and debate, which is why the industry association wants to demonstrate the need for a uniform approach.
Next, the IAB focus group will address the topic of DAI (dynamic ad insertion) and also explain the findings for the Swiss market. Other topics on the agenda include viewability measurement, video ad experience and pricing. The guide can be obtained at [email protected]. Non-members of IAB-Switzerland pay a nominal fee of 35 Swiss francs. The Digital Video Ad Serving Standards are here retrievable.
