- The Media Rating Council has adopted a new viewability metric for videos -- counting a view as two seconds and half the video viewer within the screen.
- The metric has drawn criticism from marketers and advertisers that two seconds is too short to count a view on a 15-second video ad.
- The metric will continue to evolve, according to the MRC, which says any metric is better than none.
Advertisers are founded in complaining about the two-second view metric -- it's not much time to count as a view. The MRC also has a point in setting the view so low as well. Advertisers will have to work harder to grab attention to keep eyes on their ads longer, which could be a good thing for the industry overall. Like the MRC points out, any metric is better than none. Marketers can only hope measurements will improve over time.