Sizmek Intros Video Verification

Share this content:

The agency becomes the latest combatant in the war against unviewable video ads.

The play's the thing.
The play's the thing.

Digital video advertising will grow 42% this year to nearly $6 billion, according to eMarketer—but the nagging question for marketers is how much of their video content is actually being viewed. A test performed by digital agency Sizmek in this year's first quarter determined that 28% of 1.2 billion videos served were delivered on pages with negative content. More than 10%, Sizmek found, ended up in non-video environments such as in-banner ads, rich media video, or thumbnail-sized players.

Today Sizmek becomes one of a small but growing group of agencies and software companies offering marketers a way to check up on the validity of their video investments. Its Video Verification tool analyzes site and domain information for brand safety, page context, geographic information, and device information. In addition, it includes page quality related to video, including video player position, player size, detection of multiple players, detection of non-video pages, ad starts, and auto-play units.

“Verifying the placement of media is important to advertisers and is often a challenge in digital due to the complex nature of ad purchase and delivery,” says Siobhan Crowe, global digital advertising manager for Reckitt Benckiser, which was one of the beta testers of Sizmek's verification tool. “In surfacing and understanding the issues in media buying, we can then take steps to manage and prevent these placements.”

The rampant popularity of video advertising is also one of its chief detractors as a viable medium. Demand far exceeds quality inventory, and Sizmek's and other verification programs have determined that even reputable media companies and publishers continue to sell impressions for unviewable positions.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here