As advertisers, we sometimes get tunnel vision when it comes to our video campaigns. Was the Video Completion Rate above goal? Check, and move on. 

But there’s more to the story. Measuring VCR without simultaneously considering Viewability gives an incomplete picture of campaign success. In fact, if you fail to consider viewability, you are likely wasting your advertising dollars on “completed” videos that are never seen by the user. 

“But!” You might say. “Measuring viewability on mobile in-app is a total nightmare. VCR is all I have to rely on!” It’s true that for far too long, limitations to viewability measurement in-app have led to an over-reliance on VCR.

Luckily for all of us, the IAB has released the Open Measurement SDK, which makes measuring Viewability easy and standard across mobile in-app inventory.  Here at Ogury, we have integrated the IAB’s Open Measurement SDK directly into our own, making our inventory OMID compliant and viewability of our video campaigns 100% measurable. Now that you can always have a picture of viewability in-app, it should always be considered.

At Ogury, to measure the real impact of video ads, we report on the Viewable Video Completion Rate, or V2CR, for every campaign. It is calculated by multiplying Viewability x Video Completion Rate. Measuring campaigns by this metric tells the full story of video campaign success. 

Viewability * VCR = Viewable Video Completion Rate = VVCR = V2CR.
For example, a viewability of 90% and a VCR of 75% makes a V2CR of 67%.

A simple multiplication of two existing metrics. When combined, they create a new metric that allows an automated measure of video ad campaign effectiveness: the completion rate of visible videos. 

We’re not the only ones that consider viewability measurement to be essential for video campaigns. According to Michael Tuminello, VP of Product at Integral Ad Science:

“IAS recently added “In-View Quartiles” enabled by the OM SDK to our Custom Report Builder in order to provide transparency into the intersection of the two most important video KPIs: viewability and completion rate. With In-View Completion Rate, advertisers can see the full picture of video ad campaign performance across screens. In many markets, mobile is a primary platform for consuming video, and IAS is focused on supporting the convergence of video measurement across all devices.”

In evaluating video performance, Ogury mobile branding campaigns standardly drive 67% Viewable Video Completion Rate – an industry-leading figure based on a combination of high-impact, viewable placements served to relevant, engaged users that complete the ad. 

As advertisers, it is essential to make informed business decisions, based on reliable data – data that reflects reality. Now’s a good time to ask your other partners – what’s their average campaign Viewable Video Completion Rate (V2CR), and why? Are those completed views coming from ads that are actually being viewed? With that new metric in your pocket, you just might be empowered to make some better decisions for your brand.

Learn more about Ogury’s solution for advertisers.

Consent_management_IAB-TCF_v2

Every organization managing user consent and preferences has an event on their calendar this summer: the release of the IAB’s Transparency and Consent Framework (TCF) V2.0. Launched into Beta on April 30, Publishers have until August 15 to update before the Global Vendor List and consent strings passed via framework V1.1 are no longer supported. Upgrading is a technical and legal headache. Publishers who built in-house consent management solutions are faced with the same legal and technical resource investment as round one. With CCPA enforcement also looming around the corner, Publishers are starting to recognize the ongoing complexity of managing compliance.

TCF V2.0 – What’s new?

Version 2 of the TCF seeks to provide both users and publishers with greater transparency and control. Under TCF V2.0 not only can the user give or withhold consent but they can also exercise their ‘right to object’ to data being processed on the basis of legitimate interest. It also enables greater transparency for the user, through more detailed descriptions of the purposes of data processing.

TCF V2.0 is also getting stricter when it comes to consent notice UI requirements. A much needed change, considering that 88% of current consent and preference management platform (CPMP) implementations do not meet the minimal requirements set by GDPR.

Adapting swiftly and effectively

Publishers with in-house solutions who plan to update to the new framework should be almost complete with the technical and legal work. If you’re only just starting to think about TCF V2.0, your only viable solution is to switch to a third-party CPMP (Consent and Preference Management Platform) provider that is TCF V2.0 ready.

In fact, even for Publishers already using a third-party CPMP, this is a perfect opportunity to reassess if you’re getting what you need from your current provider.  If you have been using a CPMP that met only the bare requirements of TCF V1.1, increased restrictions to your consent notice will likely cause a big drop in consent rate.

For Ogury Choice Manager’s clients the impact of the upgrade will be minimal. Ogury Choice Manager’s consent notice already adheres to the tighter guidelines, and has been enriched and refined over time to maximise consent rates.  As a consequence,  you will see no significant drop in consent rate when you update. Our lightweight SDK update will ensure a smooth technical transition too. And, as always, your account team will be on hand to offer support if needed.

Ogury Choice Manager

Ogury Choice Manager, an IAB-certified Consent and Preference Management platform, is specifically designed, built, and optimized for advertising results.

TCF V2.0 ready, it’s the only CPMP with over 5 years history in the market. It has been built for publishers who need to ensure compliance with user privacy and data protection laws while maximising ad revenue.

To learn more about Ogury Choice Manager, see here.

Book an Ogury Choice Manager Demo