Videohub First to Be Granted MRC Accreditation Specifically for Video Viewability
May 20, 2013
MRC accredits VideoHub’s methodology for measuring if video ads are viewable on a screen, and for four other related metrics
Tremor Video, Inc., today announced that its proprietary technology, VideoHub, has been granted accreditation by the Media Rating Council (MRC) for five metrics that help brand marketers, media agencies, and publishers measure the accuracy and effectiveness of digital video advertising. The five newly accredited VideoHub metrics are: Average Viewability Percentage; Engagement; Clicks; Served Digital Video Impressions; and Unique Cookies. VideoHub is the first ad-tech system to receive MRC accreditation specifically for digital video viewability.
MRC is an independent non-profit industry organization whose primary mission is to ensure valid, reliable, and effective audience-measurement services. MRC accreditation certifies that VideoHub’s procedures and accredited metrics adhere to the MRC’s Minimum Standards for Ratings Research and to applicable industry-accepted measurement guidelines issued by the Interactive Advertising Bureau (IAB).
We are thrilled to be the first organization to be accredited by the MRC specifically for measuring video viewability, which is an essential metric for brand marketers, media agencies, and publishers,” said Anthony Risicato, general manager of VideoHub. “Knowing if a video ad is actually viewable is a critical step to measuring campaign performance. Complement that with our accredited measurements for engagement, unique cookies, served digital video impressions, and clicks, and we are well on our way to providing a common baseline that marketers need for measuring the effectiveness and success of their video ad strategies and overall brand health.”
George W. Ivie, executive director and CEO of the MRC, stated, “We congratulate Tremor Video for earning accreditation of VideoHub’s Served Digital Video Impressions, Clicks, Unique Cookies, Engagement, and Average Viewability Percentage metrics. As the industry moves closer to transacting on viewability-related measurements, accredited services such as VideoHub assume an even more important role in helping buyers and sellers understand campaign performance effectiveness.”
VideoHub’s MRC accreditation applies to the following five metrics, which advertisers and agencies can access though Tremor Video, Inc.’s enterprise offering, VideoHub for Advertisers (VHA):
Average Viewability Percentage
“Average Viewability Percentage” is available for ads appearing in video players that contain IAB VAST/VPAID tags. It represents the average percentage of the video ad that is viewable on the browser screen, as measured at specifically defined time intervals during the video play event. VideoHub’s technology can measure browser size, browser position, video player position on the browser page, and video player size, and also filters for fraudulent and/or non-human activity using advanced algorithms and IAB lists.
For interactive ad units, VideoHub measures “Engagement,” which is defined as when a user: a) clicks on an interactive slate within the ad unit, for example, to see additional branded content or other videos; or b) rolls over a trigger on the ad unit for 3 seconds or longer. Tremor Video’s Super Pre-Roll ad unit is one example.
VideoHub measures clicks that occur when a user clicks on a video ad while it is playing. VideoHub follows the IAB Click Measurement Guidelines in these measurements, with the goal of ensuring that click rates reflect only intentional activity among consumers and not fraudulent activity by robots or spiders.
Served Digital Video Impressions
VideoHub measures served impressions per the IAB Digital Video Ad Measurement Guidelines, which means impressions are counted only after initiation of the stream, post-buffering, while also using filtration for fraudulent and/or non-human activity.
Unique Cookies Reach
VideoHub makes a filtered count of unique cookies that represent unduplicated instances of access to video ads during a measurement period.
MRC Accreditation is an important affirmation of transparency and the ability to meet rigorous methodological standards, said Anne Hunter, SVP of global marketing strategy at comScore. “We look forward to continuing to work with VideoHub and the rest of the industry as video viewability standards and definitions are established.”
About Tremor Video, Inc.
Tremor Video is a leading provider of technology-driven video advertising solutions enabling brand advertisers to engage consumers across multiple internet-connected devices including computers, smartphones, tablets and connected TVs. Our clients include some of the largest brand advertisers and agencies in the world. These relationships have helped us create a robust online video ecosystem that includes more than 500 premium websites and mobile applications, over 200 of which partner with us on an exclusive basis. Our proprietary technology, VideoHub, analyzes in-stream video content, detects viewer and system attributes, and leverages our large repository of stored data to optimize video ad campaigns for brand-centric metrics. Through our VideoHub for Advertisers (VHA) enterprise solution, VideoHub also provides advertisers and agencies with advanced analytics and measurement tools enabling them to understand why, when, and where viewers engage with their video ads.
Tremor Video is based in New York and has offices in Atlanta, Boston, Chicago, Dallas, Detroit, Los Angeles, and San Francisco, with international offices in London, Singapore, and Toronto. For more information, visit tremorvideo.com and find Tremor Video on Twitter, Facebook, and LinkedIn.
VideoHub for Advertisers (VHA) is an enterprise solution that provides our clients a simple way to measure, verify, and analyze the effectiveness of video advertising campaigns across all of their video ad buys. VHA uses our proprietary VideoHub technology to analyze and measure multiple signals to afford transparency into how, when, where, and why people engage with a video ad campaign. Its robust, flexible platform simplifies operations, provides actionable insights, and eliminates the need for multiple third-party products. For more information, visit videohub.com and follow us on Twitter, Facebook and LinkedIn.
The Media Rating Council is a non-profit industry association established in 1964 comprised of leading television, radio, print and internet companies, as well as advertisers, advertising agencies and trade associations, whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC Minimum Standards for Media Rating Research as well as other applicable industry measurement guidelines; and submit to MRC-designed audits to authenticate and illuminate their procedures. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently approximately 85 research products are audited by the MRC. Additional information about MRC can be found at mediaratingcouncil.org.
Chief Marketing Officer
Tremor Video, Inc.