NEWS3 April 2014
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
Insight & Strategy
Columnists
Impact magazine is a quarterly publication for MRS members. You can access Impact content on this website.
NEWS3 April 2014
UK — There are significant differences between the accuracy and capabilities of video viewability measurement companies (VMCs), according to a new report.
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:
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.
Newsletter
Sign up for the latest news and opinion.
You will be asked to create an account which also gives you free access to premium Impact content.
Businesses are investing in user experience research because they recognise that data is critical to building a suc… https://t.co/XCOErwBQ6F
Merkle hires ex-Accenture MD as EMEA chief sales officer https://t.co/frBI4XPSGv #mrx #marketresearch
LGBTQ+ inclusion in advertising survey reveals 'room for improvement' https://t.co/FCcPQIYLLf #mrx #marketresearch
The world's leading job site for research and insight
Resources Group
Business Development Manager – Leading Insights Group
c. £45,000 plus Commission
Home Office
Customer Insight Managers x2
£41,950–£46,144
Resources Group
Qual Senior Account Manager – Strategic Comms Consultancy
£40,000–£50,000 + Bens
Featured company
Town/Country: London
Tel: +44 (0)20 7490 7888
Kudos Research are leading providers of premium quality UK and International Telephone Data-Collection. Specialising in hard to reach B2B and Consumer audiences, we achieve excellent response rates and provide robust, actionable, verbatim-rich data. Methodologies include CATI, . . .
NickD
8 years ago
Totally unsurprisingly, the IAB US and MRC haven't actually said much on this front, preferring to shout from the treetops about how they've finally made it possible for everyone to trade on viewable impressions. Also unsurprisingly, they don't mention measurement problems - and what proportion of ads are even measurable; as recently as last year it was around 50% measurable for some campaigns
RT @John_Bizzell: I'm not playing about the fine wines folks. I've chosen an extremely drinkable premier cru Chablis and a Châteauneuf-du-P…
The post-demographic consumerism trend means segments such age are often outdated, from @trendwatching #TrendSemLON
1 Comment
NickD
8 years ago
Totally unsurprisingly, the IAB US and MRC haven't actually said much on this front, preferring to shout from the treetops about how they've finally made it possible for everyone to trade on viewable impressions. Also unsurprisingly, they don't mention measurement problems - and what proportion of ads are even measurable; as recently as last year it was around 50% measurable for some campaigns
Like Reply Report