Kellogg and Brightroll partnered to evaluate the accuracy and effectiveness of eight companies through a two-phase testing framework. The first phase involved serving video ads to a BrightRoll-operated domain configured to present a number of test cases; the second phase involved live environment testing to gauge the VMCs ability to integrate and execute.

Key findings from the study included:

• Consistency associated with display viewability measurement does not hold true in video viewability measurement
• SIgnificant differences were identified between viewability measurement companies in terms of capabilities and accuracy
• Accuracy of some measurement partners varied primarily based on user behaviour and browser/ iframe combinations
• Some vendors may utilise sampling methodologies to estimate viewability, leading to significant measurement error

The study concluded that there is a need for VMCs to invest in developing solutions to measure the viewability of digital video advertising.

The full report can be downloaded here.