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All players will be audited by ABC over the coming months and the bar is set very high – the agreed metric is that on average at least 95% of commercial AV Plays are fully completed – viewed 100%.
This initiative will give BVOD the edge over competing video advertising options as a proven metric that will provide comfort and assurance to advertisers that they are getting exactly what they are paying for.
In a world of AI, bots, black box measurement and self-reporting, trust is an ever increasing concern for advertisers. Proving that what goes out on BVOD is viewed and
that advertisers only pay for what is viewed is a vital step and sets BVOD apart from video sharing platforms and other digital video advertising options.
The first pilot audit was undertaken with Virgin Media and they are the first broadcaster to attain the audit status. The audit will be rolled out across the remaining broadcasters that sell BVOD advertising in the Irish market over the coming months.
The audit itself will be conducted by ABC twice a year on every broadcaster on an ongoing basis. ABC are a leading UK industry-owned auditor for media products and services with specialist skills in digital ad trading.
Simon Redlich, Chief Executive ABC said: “We’re delighted to be supporting TAM Ireland and the broadcasters in this important initiative. Trust and transparency remain vitally important in today’s complex media landscape and we’re pleased to provide the independent verification which helps give advertisers the reassurance they’re looking for.
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