We continue to roll out additional improvements to the Brainient Studio and as always we are at the forefront of industry initiatives. Our latest exciting update is the implementation of the Open VideoView (OpenVV) solution into the Brainient Studio, so we are now able to provide the number of viewable impressions for each of your video campaigns.
What is OpenVV?
OpenVV is an open-open source technology for measuring ad viewability. Lead by TubeMogul, Brainient is part of a group of video ad tech vendors driving the development and adoption of OpenVV. The viewability metric is therefore aligned with commonly agreed upon industry standards and is exposed to technical scrutiny.
What exactly does it measure?
Put simply, viewability tracks whether the end user can view the video at any given point. To that end OpenVV ascertains whether the video is in view on that page but also:
- whether the ad is muted
- whether or not the window or tab is active
- the exact percentage of video that is viewable on a user’s screen
What are the benefits of OpenVV?
The aim of OpenVV is to create a single standard for viewability. A single standard holds advantages because firstly, the technology is easier to implement and secondly, benchmarking becomes a lot simpler and this should lead to wider transparency. Although viewability is by no means a definitive standard for measuring the impact of a creative, it’s another dimension that interests advertisers and thus it’s another metric to make media buyers more comfortable with when buying video inventory; advertisers can track whether their ad has actually been seen. For Brainient users it can be particularly useful, the industry standard metric, Click Through Rate (CTR), can often be deceiving when measuring the impact of an interactive video so the introduction of another commonly agreed upon, industry wide metric will provide valuable insight into the quality of user’s interactive video ad placements.
Where can I find this metric?
Within the Brainient Studio, the new metric can be found on the main analytics page. Viewability doesn’t show as default but is one of the tick box options at the bottom of the page. Users are able to drill-down to look at the number per creative, domain or supplier. Log in now to take a look!
Other recent updates
In the Studio, you can now export the project as a file to your Desktop and use that file to create other projects. This functionality allows users to maintain multiple versions of the same project. It’s also useful if a project needs to be emailed to another user or moved to another account.
Earned time / Paid time metrics
These are available under the Engaged Time tab.
Paid time = Time spent by the user within the unit without having the option to close the unit it
Earned time = Time spent by the user within the unit while having the option to close the experience. Examples of this would be clicking to watch extra content or watching a skippable video.