Meetrics has become the first firm outside the US to verify viewability metrics for videos served on Facebook and Instagram.
The European ad verification firm will show advertisers how viewable video ads are in terms of what percentage of the ad is in view and for how long – on both mobile and desktop.
Crucially, advertisers will be able to see and compare how video ads performed against different levels of viewability, from the 50% and two seconds minimum recommended by various trade bodies, all the way up to 100% and 10 seconds.
“This is really welcome news for advertisers as it will help them make better media planning decisions on Facebook and Instagram, particularly as they can compare how their campaigns performed depending on different minimum viewability thresholds,” said Philip von Hilgers, Meetrics’ CEO and co-founder.
The solution from Meetrics is available worldwide.
