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JICWEBS Proposes New Viewability Rules for Video

JICWEBS Proposes New Viewability Rules for Video

In a bid to tackle issues surrounding viewability, the UK’s Joint Industry Committee for Web Standards (JICWEBS) has published recommendations for products measuring online video views.

Part of the updated ‘Principles for Viewability Products’ report, the guidelines contain new rules for the percentage of area viewable by the user as well as the time its in view for, the number of views, and various asset render requirements.

JICWEBS is an independent body which defines best practice and standards for online ad trading.

It is known for its attempts in tackling various issues related to viewability, recently awarding 36 organisations with a seal that confirms their processes follow current industry standards, which as a result helps reduce ad fraud rates.

A ‘fundamental issue’

The display market grew 51% since 2014 to £711 million in 2015, according to the latest study from IAB and PwC, with video becoming a much bigger part of this mix.

Richard Foan, chairman at JICWEBS, claims that investment in video ads is currently on the rise, which only highlights the need for guidelines to follow.

“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,” he said.

Viewability is a key measure and an important topic for JICWEBS’ members. AOP and ISBA, which alongside IAB, IPA and News Media Association form the organisation, have already endorsed the guidelines.

“Viewability is a fundamental issue for all our members. After all, you can’t be made aware of a preference for a brand, much less be motivated to buy a product, if you can’t see the advertising. We fully support the direction JICWEBS is taking to help provide greater clarity in this area for all parties involved,” said Mark Finney, ISBA’s director of media and advertising.

AOP’s executive chairman Tim Faircliff added: “Media owners from our AOP membership providing quality content are keen to be part of a process to improve the reporting of video viewability levels which, ultimately, benefits both themselves and their advertiser clients.”

To view the’ guidelines, click here.

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Monika Komar

Monika Komar

A News and Features Reporter at PerformanceIN, Monika covers stories and developments in the fast-evolving world of performance marketing.

Monika studied Modern Languages at the University of Southampton and worked in marketing and communications before making her way over to PerformanceIN.   

Read more from Monika

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