Checklist for buying premium TV advertising
In a move to enhance transparency and accountability in the video advertising industry, last month, the FreeWheel Council for Premium Video (FWC) and the Video Advertising Bureau (VAB) have collaborated to introduce a new checklist for buying premium TV advertising.
This checklist, titled Buying Premium Video: A Definitive Checklist, outlines the key factors that buyers and sellers should consider when engaging in video transactions.
The checklist emphasizes three critical aspects of premium video advertising:
- Quality Environment: Ensuring a positive viewing experience for audiences by maintaining high-quality content delivery, reducing ad clutter, and employing trusted programmatic methods.
- Brand Safety: Upholding brand requirements and safeguarding against objectionable content through robust verification processes and accountability measures.
- Transparency & Legitimacy: Providing clear and comprehensive information about the video inventory being purchased, ensuring viewable ads are placed in appropriate content, and verifying that ads are seen by real people.
The checklist also introduces a new definition for premium video, based on research conducted by Comcast Advertising: "Premium video is content delivered transparently, in a trusted, brand-safe environment, seen by real people within a high-quality viewing experience."
This definition underscores the importance of transparency, quality, and brand safety in premium video advertising. By adhering to these principles, buyers can make informed decisions that maximize brand growth and optimize their video advertising investments.
The FreeWheel Council for Premium Video (FWC) is an industry group composed of over 30 premium video providers, including leading programmers, operators, and digital pure-plays. The Video Advertising Bureau (VAB) represents the national TV networks and a broader community of influential media companies.
. Written by Luís Daniel Rijo. Follow PPC Land on LinkedIn.
Read more
Google cracks down on Site Reputation Abuse
Google last quarter announced an update to its search algorithm and introduced new spam policies, including one specifically targeting site reputation abuse.
Amazon DSP streamlines Campaign Management with New Overview Page
This update aims to simplify campaign management workflows for advertisers and agencies leveraging Amazon DSP for programmatic advertising.
Amazon DSP bolsters measurement transparency with additional MRC accreditation
This accreditation signifies that Amazon DSP adheres to industry-accepted standards for measuring specific advertising metrics.
Google I/O 2024 unveils program: focus on AI, Android 15, and Developer Tools
Google yesterday announced the program lineup for its annual developer conference, Google I/O. The event will take place virtually and in person at its headquarters in Mountain View, California, with the keynote addresses scheduled for May 14th.
Nielsen launches The Record: a look at U.S. ad-supported audio habits
This report dives into the listening habits of U.S. audiences specifically for ad-supported audio content.
Google updates Privacy Sandbox experiment guidance to address Invalid Traffic
The Privacy Sandbox team at Google yesterday announced an update to its guidance for addressing potential invalid traffic in experiments conducted within the Privacy Sandbox initiative.
Roku and The Trade Desk partner to enhance TV Streaming ad buying experience
Roku yesterday announced a new partnership with The Trade Desk. This collaboration aims to improve the process of buying and measuring advertising within the TV streaming landscape.
Yelp unveils AI Assistant and upgrades platform to enhance user and business connections
Yelp yesterday announced its Spring Product Release. This update introduces a suite of new features designed to improve user experience and streamline connections between consumers and service professionals.
PubMatic and Klarna join forces to enhance advertiser reach among high-intent shoppers
This partnership also facilitates broader campaign reach across the US market, with planned expansion into European markets soon after.
Nielsen Report: Asian American audiences embrace streaming and mobile content
The report, titled Reaching Asian American Audiences: Understanding Asian Influence and Media Consumption, was released today, coinciding with the start of Asian Pacific American Heritage Month.
Roblox opens up video ads to all brands
Roblox, a popular online gaming platform known for its user-generated experiences, announced today, that it's making video ads available to all advertisers.
Pinterest surpasses 500 million monthly active users
The report highlights significant growth in both revenue and monthly active users (MAUs), indicating a positive performance for the social media platform.