Addresses rising trend of non-viewable ads in programmatic era and aims to
encourage brands to shift more spend from TV
Digital
advertising company, Exponential Interactive, has entered into a global
partnership with analytics firm Moat to address the issue of ads not being
seen, by only charging advertisers for ads that are viewable according to the
IAB definition*.
Moat – accredited for Display and Video Viewability measurement by the US’
Media Rating Council (MRC) and certified by ABC in the UK – will enable
advertisers to see viewability levels for Exponential’s VDX video ad formats.
In its most recent Benchmarks release, Moat revealed that just 56% of video ads
it measures globally were viewable in Q2 2015, according to the IAB definition,
while it was just 52% for display ads.
“Viewability is one of the biggest issues facing marketers today as an ad that
does not have the opportunity to be seen has very little value.” said Jonah
Goodhart, Moat’s Co-Founder and CEO. “Working with Exponential will help drive
a much needed shift to a world where viewable-impressions are the basic
standard.”
Exponential’s VDX (Video Driven Experiences) works across desktop, smartphone
and tablet and the viewability guarantee is being offered through Exponential’s
vCPME hybrid pricing model, combining CPM (cost per thousand) and CPE (cost per
engagement). It charges a CPM price for the number of viewable impressions and
then automatically moves to a CPE model if people engage with the ad, such as
rolling over for 3 seconds.
“Offering 100% viewability goes way beyond the IAB US’ recommendation that an
advertiser should pay for all campaign impressions as long as just 70% are
deemed viewable,” said Doug Conely, Exponential’s chief strategy officer.
“Video is playing a massive role in consumer engagement, thus offering 100%
viewability through an adaptable pricing model will help encourage more brands
to shift spend from TV to online video.”
*For
in-stream videos, 50% of pixels must be in view for 2 continuous seconds. For
display ads, 50% of pixels in view for 1 continuous second.
