Viewability research: The new standards for effective video advertising

According to the MRC, a video is deemed "viewable" if it is 50% visible on the user's screen for at least two seconds.

Video Viewability Case. What is a viewable video according to the MRC from Teads on Vimeo.

While this definition is largely embraced as the industry standard, many argue that two seconds is too short an exposure period for a video ad to generate a meaningful brand impact.

In light of the industry’s increasing frustration with the state of viewability, Teads commissioned a viewability research study with Millward Brown to determine the best standards for an effective video strategy.

By evaluating the viewability of outstream and instream formats, we concluded that different video formats play a direct role in influencing the users’ willingness to watch and engage with the ad.


  • A 30-second video ad was served to US-based audiences, ranging between 18- to 69-years-old.
  • The video ad was delivered through an instream or outstream formats, within a natural web environment.
  • Ad effectiveness measurements were collected in a post-exposure survey.

Key Takeaways: (Ultimately, this study reveals how crucial viewing time and advertising format are to a video campaign’s successful execution)

  1. Video advertising formats that encourage increased viewing time produce greater lifts in brand and message awareness, favourability, and message association.
  2. Outstream ad formats drove a 25% greater visible duration than instream ad formats.
  3. Outstream ads outperformed instream ads in building unaided brand awareness over viewing duration, with a 36% vs a 23% build respectively.
  4. Both formats drove lifts in message association of viewing duration. Outstream formats generated a 29% increase compared to a 26% increase for instream.

Through this study, it’s clear that outstream video formats emerge as a top performer, enabling campaigns to achieve the powerful results they deserve.

Gain more insights about outstream by downloading the full study.

You can also learn more about outstream video, or see what types of outstream video formats are available in our format gallery or contacting us directly.

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