Google Inc. wants to make sure people are looking at online video ads. “Advertisers will be able to tell whether clips delivered via Google’s DoubleClick ad services are skipped or ignored, letting marketers fine-tune their campaigns,”
Neal Mohan, Google’s vice president of display and video advertising, said at the Consumer Electronics Show in Las Vegas on Wednesday.
The world’s biggest web-search provider is looking for new ways to show off the effectiveness of digital-video advertising as the industry seeks to attract more marketing dollars from television.
While online-video ad spending is projected to climb 30% to $7.8 billion this year in the US, the TV market remains more than nine times larger, according to EMarketer Inc.
“Video is the preferred means by which brand advertisers connect with their consumers,” Mohan said. “It’s a way to make them sort of laugh, make them think, have them make that emotional connection.”
Mohan said the goal is to make sure that advertisers’ video spots run for at least two seconds while covering at least 50% of screens—the industry standard. The new measurement efforts, part of a growing lineup of reporting services, come after Google unveiled similar features for text and photo ads last year. The new video reports revealed on Wednesday will first be available on Google’s DoubleClick ad tools, which are used across the web by various advertisers and publishers. That will expand later to some of Google’s own content on YouTube.
The Mountain View, California-based company also said its new Partner Select programme, which offers premium video content on various sites, has attracted more than 50 publishers, broadcasters and brands. The service, announced last year, includes CBS Interactive Inc., Discovery Communications Inc. and Allstate Corp.