Staff Writer
Sep 19, 2017

Viewability, brand safety and quality ad experiences: Is your mobile partner doing the right thing?

Safety and meaningful outreach in the programmatic realm shouldn't be on your wish list, they should be the standard

Viewability, brand safety and quality ad experiences: Is your mobile partner doing the right thing?

Quality ad experiences can mean different things to different people. In some cases, the quality of an ad is diminished to a simple analysis of the creative, but ad quality is much more than that.

What is the app or environment the ad is served in? What is the mindset of the consumer when they see the ad? Is the viewer of the ad able to engage with it in a fun and informative way? At the most basic level, can someone see or hear the ad in the way the advertiser intended?

AdColony first started working with Moat Analytics in 2015 to help advertisers gain greater insight into viewability. Since then they've continued collaboration, now part of the Oracle Data Cloud, to showcase other key metrics that play into the larger ad quality discussion.

Every quarter, Moat releases aggregated benchmarks, and across the board, Instant-Play HD Video blows away recent benchmarks for video. For example, in Q1 of 2017, we saw:

  • 109 percent higher viewability than the Moat benchmark for the share of impressions that were truly viewed by users
  • 75 percent higher in-view time than the Moat benchmark
  • 228 percent higher completion rate than the Moat benchmark for mobile video
  • 123 percent higher completion quality than the Moat benchmark for the share of completed video views that were audible and visible

Moat also looks at video with a single score: the Moat Video Score (MVS), which includes the sight, sound, and motion aspects of video. AdColony's score for Instant-Play video was 98 out of 100, nearly three times preliminary benchmarks.

These numbers show that AdColony is delivering results for partners across multiple categories that fall into the larger ad quality discussion.

The high Moat scores also demonstrate that ads on AdColony's network are being seen and heard, they’re being viewed by real end-users, and those people are actually watching ads for a much longer period of time than average.

AdColony has also partnered with more of the top 1,000 apps than anyone outside of Google, ensuring ads are seen in premium, brand-safe environments.

Their commitment to building a transparent, brand-safe environment that reaches global audiences on the world’s most popular applications has recently earned them the top slot in the Mobile Sellers Trust Index by Pixalate, rising three spots from the last ranking to command the top position.

Considering why Instant-Play scores so highly — a lot of it is due the way the technology was built back in 2011. When AdColony originally launched Instant-Play, viewability wasn’t as top-of-mind for advertisers as it is today. Nevertheless, they were focused on providing the highest quality ad experiences and knew that pre-cached, full-screen video would lead to unrivaled viewability and opportunities for users to engage.

Since launching Instant-Play, AdColony has run over 26 billion minutes of mobile video ads and driven 78 billion impressions, with the same commitment to quality they've had since day one.



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