Brands Won’t Buy YouTube, Facebook Ads Without Better Viewability Testing
The video advertising world can’t stop talking about the issue of viewability, with marketers concerned about whether or not their ads are actually being seen. Some of them are even refusing to buy ads from publishers who won’t let them track their own viewability rates. And this means sites like YouTube and Facebook, who don’t allow third-party tracking systems, are losing out on ad dollars.
The statistics all say advertising on YouTube and Facebook is a smart move for brands. After all, Google just reported 91% of ads on YouTube are viewable (as compared to only 54% across the company’s other web properties). Facebook is on track to earn $3.8 billion from video ads by 2017, with brands like Heineken finding the reach and engagement on the social site to be equal to those of YouTube.