Web standards committee issues video viewability product guidelines

Jicwebs, the UK's Joint Industry Committee for Web Standards, has produced recommended guidelines for products that aim to measure the viewability of online video.

Video ads: spend up by 51% in 2015
Video ads: spend up by 51% in 2015

The guidelines, which apply to websites but not mobile, focus on the capability of a product to measure variables of area and time when used to define the "opportunity to see" content.  

According to the latest IAB UK/PwC Digital Adspend study, video advertising in 2015 grew 51% to £711m, now accounting for nearly one quarter (23%) of display ad spend.

Jicwebs’ chairman, Richard Foan, said: "Video spend is growing at over three times the rate of overall online spend, consequently, advertisers are becoming more focused in their demand for greater transparency in this area.

"This update helps their conversations with the sell-side and viewability vendors, to improve understanding of and trust in digital advertising."

In a separate move, Jicwebs has awarded 36 organisations seals (valid for 12 months) as part of its online brand safety initiative.

The seals confirm the organisations’ processes meet industry-agreed standards to reduce the risk of ads being served next to inappropriate or illegal content online.

Foan said: "It’s very encouraging to note that, for 30 of these 36 companies, this is their second or third certification which demonstrates their on-going commitment to maximising brand safety for their clients."

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