Integral Ad Science (IAS), the leader in quantifying digital media quality, today announced that independent omni-channel ad tech company, Turn, has added IAS’s pre-bid video viewability targeting to its platform. Turn customers now have access to IAS’s diverse, data-rich targeting technology, allowing them to efficiently and accurately target video ads based on how likely they are to be in view.
In March 2016, eMarketer predicted US digital video ad spend will exceed $11 billion in 2017. While it’s clear digital marketers understand the vast potential in video, they remain challenged by the many media quality roadblocks preventing video ads from being in-view.
Results of a campaign for a major advertiser using Turn along-side IAS’s targeting technology have shown an up to 210 percent lift in viewability, compared to not optimizing for viewability metrics.”We are a long-term partner of IAS, and their video viewability technology is an important component of our suite of impression quality solutions,” said Julius Ramirez, senior director, global business development, Turn. “Marketers look to Turn for the largest scale and premium inventory across all channels, and this partnership makes it easier for them to run high-performing campaigns with confidence.”
In Q1 2016, a study conducted by IAS found the global average viewability of a video ad to be 40.4 percent. With IAS’s targeting technology, Turn clients are able to select pre-bid segments based on the minimum viewability levels they’ve set for each campaign. Segments are available for 40+ percent, 50+ percent, 60+ percent, and 70+ percent viewability, much higher than the global average.
“As the market for video advertising builds momentum, the need for technology that assists marketers in reaching audiences and driving ROI is more important than ever,” said Harmon Lyons, VP of Business Development, IAS. “This partnership highlights Turn’s forward-thinking and comprehensive approach to serving the digital advertising community.”