MEMBER RESEARCH: Freewheel - the impact of evolving video dynamics


This paper, from Freewheel, explores the video viewability landscape, navigating the complexities of multiple standards, verification methods and offerings to establish whether it’s time to evolve the existing industry baseline standards.

Download the paper here

Looking at the wider digital and premium spheres, this paper also reveals why high-quality environments are a more sensible investment for not only quality ad views but also effectiveness. 

Key takeaways

1)  The lack of consistency in terms of defining a video view is causing discord between all stakeholders and hampering the full potential of the video ecosystem.

2)  Though clear and consistent standards are crucial, current viewability guidelines need a revamp to meet the needs of modern advertisers, agencies, and publishers.

3)  The viewability debate is a major distraction from the adoption of metrics that comprehensively measure success; the industry must also focus on metrics that truly move the needle for advertisers.

4)  The cost of premium video advertising may be higher than other platforms, but when weighed against its returns—true ad views, engagement, effectiveness and brand-safety assurance—premium video is undeniably more valuable. 

Written by



Related content

Networking at Engage

AI regulation: where are we at & what’s next?

Learn more
Baroness Stowell

IAB UK’s Parliamentary event spotlights value of digital for SMEs

Learn more
Woman talking at an IAB event

Government publishes new Online Fraud Charter

Learn more

FAQs: Explaining the Online Advertising Taskforce & its Action Plan

Learn more

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.