Ask most marketers how their skins and wallpapers are performing and you are likely to be met with a blank stare, but a new partnership is aiming to finally address the issue of how to measure so-called “non-standard” digital advertising formats.
InSkin Media has joined forces with Moat – the first company accredited by the US’ Media Ratings Council (MRC) to measure viewability for both mobile in-app and mobile web – so that reporting on campaigns run by InSkin will include viewability rates and in-view time.
This covers all types of ad format, across desktop, smartphone and tablet, and will be benchmarked against Moat’s database of billions of impressions.
A study conducted by InSkin Media last year, revealed nearly two-thirds (63%) of senior agency and publisher executives felt viewability standards need to be updated to adequately measure viewability for larger, non-standard ad formats – particularly skins and wallpapers.
The study also revealed the most important challenge facing online ad viewability is measurement.
“The research was prompted after asking several leading vendors to measure the viewability of InSkin’s non-standard ad formats, according to the current standards. The results ranged from a staggering 5%, to 85%,” said Steve Doyle, InSkin Media’s chief commercial officer. “Moat stood out for its rigorous approach and its ability to measure non-standard or bespoke rich-media ad formats, such as our PageSkin.”
Doyle continued: “In a complex online advertising environment, validating ad exposure is a crucial stepping stone on a brand advertiser’s path to proving ad engagement and effectiveness. Our partnership with Moat will help advertisers to achieve that.”
Jonah Goodhart, co-Founder and chief executive of Moat, added: “Viewability across campaigns is the starting point of a bigger conversation about how consumers pay attention to digital ads. We applaud InSkin’s leadership in the industry and commitment to transparency, accountability, and measurement of campaign effectiveness beyond traditional response metrics.”
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