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YouTube video ad viewability increases to 93%, says Google

YouTube video ad viewability increases to 93%, says Google

Google claims viewability on its YouTube video ads has increased to 93% this year, far-outstripping the industry average of 66%.

The amount of YouTube ads that were viewable grew from 91% last year, while the industry average increased from 54%. The Media Ratings Council defines a video as viewable when a minimum of 50% of the ad is in view for a minimum of two continuous seconds.

Research from Google also found its ad platforms recorded over seven times year-on-year growth in programmatic video impressions bought by the world’s biggest spending advertisers.

Programmatic video revenue for TV and media companies has increased six times on DoubleClick for Publishers. DoubleClick is Google’s ad serving services subsidiary.

Google claims Italy’s Sport Network grew revenue from private marketplaces by 355% with DoubleClick.

Meanwhile, video spend by advertisers using ‘programmatic direct’ on Google’s DoubleClick BidManager (DBM) grew more than seven times in 2015.

DoubleClick and Google disabled more than 780m ads for policy violations in 2015.

Google said spam rates vary significantly across the top ad exchanges, which requires “broadcasters and advertisers to evaluate the exchanges they use to sell and buy inventory”.

Research also found average monthly video consumption, which includes both linear TV and online video, increased to 177 hours in 2015, up from 165 hours in 2012.