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.
The Avid Collective MD reveals his life pre-adland. As exciting as it is, it's not international playboy spy & Lothario.
SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]
Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]