Google has announced plans to increase the transparency of video data.

The move will help businesses gain new insights on their videos, including the amount of time consumers spend watching them. These figures will be made available via the DoubleClick platform and it has plans to roll out these statistics for mobile apps. 

Increased understanding of viewability will have a key role to play when it comes to helping advertisers make the most of their potential. 

Neal Mohan, vice-president for video and display advertising at Google, noted that video has huge potential for assisting businesses in developing their brand.

However, Mr Mohan admitted that having the data is just the starting point instead of a solution to marketing issues. 

“No other medium brings together sight, sound and motion – and incredible measurability. 

“With the confidence that their ads can be seen by a real person, marketers can then go on to strive for – and measure – what really matters, impact and engagement.”

He went on to say that the growth rate for video is “stunning,” adding that more content will be uploaded on YouTube than what has been developed by America’s three major TV networks over the course of the last five years.

In a speech at the CES 2015 show in Las Vegas, Mr Mohan also found that over 30 key brands have registered for Google’s Partner Select scheme. This is a premium video marketplace that mixes brand advertising and programmatic technology. 

As marketers continue to use video as part of their campaigns, it will be interesting to see how the new data will affect projects.

By gaining a better insight into the performance of videos, companies should be able to improve the design and execution of their media, which should help to attract more customers and retain existing ones. 

Posted by Jon Aspinell 
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