Google share price: Tech giant to offer ‘viewability’ reports for video ads

on Jan 7, 2015
Updated: Oct 21, 2019
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iNVEZZ.com, Wednesday, January 7: Google Inc (NASDAQ:GOOGL), yesterday announced that advertisers would soon be able to tell whether video ads delivered via its DoubleClick ad platform are skipped or ignored by users. Speaking at the Consumer Electronics Show in Las Vegas, Neal Mohan, Google’s vice president of display and video advertising, said that the online search giant planned to start providing its partners with reports on how their video ad campaigns are performing in terms of ”viewability”. Google’s goal, as described by Mohan, is to ensure that advertisers’ video spots run for at least two seconds while covering at least 50 percent of screens – the industry standard.

“Video is the preferred means by which brand advertisers connect with their consumers,” Mohan said, as quoted by Bloomberg. “It’s a way to make them sort of laugh, make them think, have them make that emotional connection.”
Online video advertising represents a significant growth opportunity for companies like Google and Facebook Inc (NASDAQ:FB), which generate their revenues primarily through ad sales. The US market for digital video ads is projected to grow 30 percent to $7.8 billion this year. However, the TV market is still more than nine times bigger, according to researcher EMarketer. Naturally, Internet companies are looking for ways to change the status quo and attract more video-advertising dollars.

At CES Google also revealed that its Partner Select programme, which offers premium video content on various sites, has attracted over 50 publishers, broadcasters and brands since its introduction last summer. Some of the partners include CBS Interactive, Fox News, Discovery Communications, PGA Tour and Scripps Networks.
In yesterday’s trading Google shares closed down 2.5 percent at $506.64. According to CNNMoney, the current consensus estimate suggests that investors should buy equity in the company.
As of 08:30 GMT, Wednesday, 07 January, Google share price is $506.72.

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