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We’ve heard all the hype about viewability and how it will be the savior for the digital world. The theory goes that with the Media Ratings Council (MRC) recently setting a standard definition, brands will have all the confidence they need to transition TV budget to online video (OLV). Although this is a great step in the right direction, brands need to know the truth – all OLV is not created equal.

The three key metrics advertisers must monitor to ensure their video execution parallels that of TV are viewability, audibility and ad size. On average, about 50-60% of most brands’ OLV media is actually achieving these three basic measures of execution. So if a brand equates TV to OLV, the media failing to meet those basic measures is essentially wasted.