Dive Brief:
- Unruly, a video ad tech company, changed its pricing model for video ads.
- By considering cost-per-completed-view for video ads watched for 30 seconds, Unruly gets its pricing model in line with YouTube, and thereby aligning itself with the Google-owned video platform's current viewability standard.
- Cost-per-completed-view is a video ad metric that helps ensure advertisers that the views are high quality and engaged.
Dive Insight:
Unruly's change in video ad pricing model for marketers spans its 1.36 billion users and considers cost-per-completed-view (CPCV) for video ads watched for at least 30 seconds. This benchmark puts Unruly in line with YouTube’s video ad pricing, and outpaces a standard Facebook is testing that considers a completed view at 10 seconds. According to ZenithOptimedia research, online video ads are the fastest growing ad category and is expected to average a yearly growth rate of 29% and reach more than $22 billion by 2017.
“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," Unruly CEO Scott Button said. "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."
