Unruly Extends A View To 30 Seconds With New Video Ad Pricing Model
Advertisers will have the option to pay for video views only after an ad has played for 30 seconds.
Social video advertising platform Unruly announced a new pricing model that brings it in line with YouTube and goes well beyond Facebook’s pricing standard for viewability.
The new cost-per-completed-view (CPCV) pricing model allows marketers to pay for a view only after a video has been watched for 30 seconds.
“The market is currently flooded with a number of different measurement options, and it can be difficult for marketers to determine which makes the most sense for them. One thing is clear — we need to move beyond the view when measuring the success of video ad campaigns. With a cost-per-completed-view model, advertisers can be sure their videos are actually played through to 30 seconds. It’s the easiest way for advertisers to know they are only being charged for high quality, highly-engaged views,” said Unruly CEO Scott Button.
The Media Rating Council has set the standard for video viewability as fifty percent of an ad’s pixels being in-view for at least two seconds. However there is no standard adopted among social networks. YouTube counts an ad view around 30 seconds. Facebook and Instagram count a view after just three seconds. Facebook recently began testing a ten-second pricing model, even while expressing doubts that longer view thresholds are in advertisers’ best interests.
Button disagrees, stating in the announcement that Facebook’s move to test 10 seconds doesn’t go far enough to ensure viewer attention. “For advertisers that are most focused on audience attention and dwell time, a full 30-second view would be the right option to ensure their desired audience is watching their video in its entirety.”
Unruly’s CPCV is now available on all ad formats available on the platform.
Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.