Businesses that are constantly advertising on the web using banner images, or those that are moving into video advertising, maybe looking at significant changes in regard to the duration that ads must be viewed by the general public in order to be counted as impressions. For the people surfing on the web, this may not dramatically affect their ability to find the information or products they are looking for. It simply means that ads must be delivered for a consistent 1 to 2 second period of time to be properly counted, which is more impactful on businesses that it is someone surfing the web.
MRC has been focused on changing the viewable ad metric for quite some time, and working with Emerging Innovations Task Force and IAB, they have proposed these changes which need to take effect in order to augment how ads are counted. This is not in just one industry, but across all industries that advertise online.
They are requiring 50% of all of the pixels that are displayed on the Internet browser to be seen for a new minimum amount of time in order to be counted. This is about one second for ads that are displayed, and for video ads, this is doubled at 2 seconds. This is a more reliable assessment of these types of ads and their impact on the public that sees them.
Another thing that is worth noting is an impression advisory that was given back in March, and the guidelines for viewable ads, is open to a commenting period where the public can weigh in on this decision. There is also a gating period that will last about 90 days, at which point MRC will start shifting to this metric for measuring served impressions.
They believe that it will improve the digital landscape of online advertising when using ads and videos. The discrepancies that have been bantered about for many years are now set to be reconciled. These standardized measurements in regard to impression counts are going to change dramatically.
If this duration is not met, it will not be considered an impression, something that will dramatically change the way people view these ads, and also how they are counted. The measurement guidelines for ad impressions that are viewable have been presented, and the public can comment on these changes. The gating period is over, with MRC claiming a milestone has been made in regard to changing the digital landscape of advertising.
MRC has been focused on changing the viewable ad metric for quite some time, and working with Emerging Innovations Task Force and IAB, they have proposed these changes which need to take effect in order to augment how ads are counted. This is not in just one industry, but across all industries that advertise online.
They are requiring 50% of all of the pixels that are displayed on the Internet browser to be seen for a new minimum amount of time in order to be counted. This is about one second for ads that are displayed, and for video ads, this is doubled at 2 seconds. This is a more reliable assessment of these types of ads and their impact on the public that sees them.
Another thing that is worth noting is an impression advisory that was given back in March, and the guidelines for viewable ads, is open to a commenting period where the public can weigh in on this decision. There is also a gating period that will last about 90 days, at which point MRC will start shifting to this metric for measuring served impressions.
They believe that it will improve the digital landscape of online advertising when using ads and videos. The discrepancies that have been bantered about for many years are now set to be reconciled. These standardized measurements in regard to impression counts are going to change dramatically.
If this duration is not met, it will not be considered an impression, something that will dramatically change the way people view these ads, and also how they are counted. The measurement guidelines for ad impressions that are viewable have been presented, and the public can comment on these changes. The gating period is over, with MRC claiming a milestone has been made in regard to changing the digital landscape of advertising.
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