Gabey Goh
Jul 15, 2016

Google 'State of Play' report showcases YouTube’s high viewability

Google has released is latest State of Play – Video Insights report, which looks at the state of programmatic video advertising around the world across the company’s DoubleClick Bid Manager (DBM) and DoubleClick for Publishers (DFP) platforms from Q4 of 2014 through Q4 of 2015.

Some key findings from the report include:

Brand safety is critical for brands buying programmatically, and exchanges perform differently when it comes to filtering bad ads:

  • DoubleClick and Google disabled more than 780 million ads for policy violations in 2015.
  • Spam rates vary significantly across the top ad exchanges, requiring broadcasters and advertisers to evaluate the exchanges they use to sell and buy inventory.

Advertisers, agencies, broadcasters and media companies are rapidly adopting programmatic video:

  • 85 of the Top 100 advertisers have turned to programmatic video on DoubleClick Bid Manager (DBM).
  • Programmatic video revenue for TV and media companies increased over 550 percent in 2015 on DoubleClick for Publishers (DFP).

Changes in viewer behaviour have accelerated programmatic video spend:

  • With audiences viewing content across multiple screens, video impressions on mobile and tablet grew over 30 times in 2015 on DoubleClick Bid Manager (DBM).

Buyers and sellers are turning to programmatic direct to transact premium video content:

  • Premium publishers are using reservation style deals over programmatic pipes as a way to maintain control over their most premium inventory, while delivering on advertiser and agency demand for programmatic buying.

Video viewability is improving but remains inconsistent across countries and exchanges:

  • The average viewability of YouTube ads globally has increased to 93 percent.

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