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Published on Dec 12, 2013
Matt Timothy, President of VINDICO discussed the results of this shocking study at the Videonomics Roundtable in NYC last month. They took a huge sample across 350 advertisers and 8 billion impressions to discover that over half of all paid video ads are either below the fold or otherwise "unviewable. " So, who is to blame for this sort of trickery? Matt points to the unbranded third party aggregators, the ad networks and exchanges who do not have a brand to protect in the game. Furthermore, the preponderance of these non viewable ads tends to happen at the end of the month and the end of a quarter when these vendors are pushing up against impression quotas that must be delivered. Not exactly the recipe for growth, as Matt points out, "That is not a foundation on which we are going to evolve $70 billion in TV spend to the value of what IP can deliver."
Recorded at the Videonomics New York City Roundtable, Nov 21, 2013 www.videonomics.com/