Ad technology company InSkin Media has announced a global partnership with analytics firm Moat to help address the issue of measuring viewability for non-standard ad formats such as skins and wallpapers.
The partnership with Moat – the first company accredited by the US’ Media Ratings Council (MRC) to measure viewability for both mobile in-app and mobile web – means 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 with consultancy FaR Partners in Q3 2015, revealed nearly two-thirds (63 per cent) 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 ofInSkin’s non-standard ad formats, according to the current standards. The results ranged from a staggering 5 per cent, to 85 per cent,” said Steve Doyle, InSkin Media’s chief commercial officer. “Moat stood out for their rigorous approach and their 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 CEO 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.”
InSkin’s Australian GM Matt Newcomb says the partnership elevates InSkin’s Australian service offering to new standards. “The announcement of our partnership with Moat is timely in the Australian market, as clients and agencies look to boost viewability standards. Clear viewability measurement will provide enhanced visibility to marketers looking to explore the huge potential ofnon-standard digital formats.”
The partnership will roll out across InSkin Media’s Australian publisher network from March 2016.