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.
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.
*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.
