Enterprise software company, TubeMogul, recently unveiled a solution to help marketers measure viewability metrics for mobile apps and connected TV ad formats.
TubeMogul launches cross-channel viewability solution
Despite latest mobile web and app viewability guidance from the Media Rating Council recommending 50% of video pixels to be in view for at least two seconds, other mobile inventory remains unmeasurable. TubeMogul counts impressions from certified broadcast-quality premium partners as viewable once the 25% completion point has been reached. Jason Lopatecki, Chief Strategy Officer, TubeMogul, explains:
“A lot of highly viewable premium TV-centric mobile in-app inventory has been unfairly grouped with problem actors in the industry. Unfortunately, some buyers have thrown the baby out with the bath water just because there is no formalized measurement. This stop-gap reporting solution benefits advertisers by allowing them to compare different formats across multiple channels.”
The new feature extends TubeMogul’s viewability metrics with a total count of viewable impressions, count of viewability-enabled impressions, viewability rate, vCPM, and viewable-completion rate – across three mobile video units and 0:15- and 0:30-second connected TV ad formats. Inventory purchased from publishers was found to have viewability rates from 70-90% during first tests. Lopatecki adds:
“We will launch the first scalable cross-channel viewability solution because we don’t want our clients to wait until the industry aligns on a standard. It’s the same reason why we launched OpenVV over two years ago to help accelerate the adoption of desktop viewability standards.”