TubeMogul announced today that it will offer brands and agencies free, comprehensive video viewability reporting for every video ad they buy.
The reports give advertisers a standardized way to confirm whether inventory partners they work with are achieving high rates of viewability. Available in a new interface, the solution offers site-level viewability data across any inventory source, including direct buys from publishers as well as remnant buys from ad networks, exchanges and more. Setup is simple and self-serve — an advertiser simply inputs a VAST or VPAID tag, and TubeMogul generates a new tag that activates the reporting. The audits do not impact existing reporting from an advertiser’s ad server.
“A video viewability standard is just as obvious as our new brand advocate, Captain Obvious,” said DJ Harman, Online Marketing Manager at Hotels.com. “You can’t engage with an ad you can’t see. TubeMogul’s Viewability Audit helps us ensure that every video ad we buy has a chance to be seen and acted upon.”
The audits solve a common problem for marketers: viewability reporting — where it is available — is currently a morass of differing, proprietary standards. This product gives brand marketers comprehensive reporting for every partner from a single interface. For advertisers already using a viewability solution from their ad server, the audits provide an additional layer of transparency to verify where ads are running, troubleshoot discrepancies and diagnose whyviewability or measurability rates might be low.
“Given the premium paid for video ads, brand advertisers deserve to know whether their ads are actually being watched and should be able to stop spending money where they are being ignored,” says Brett Wilson, CEO and Co-Founder of TubeMogul. “By offering comprehensive auditing free of charge, we are making that level of control a reality.”
The reporting is powered by OpenVV, the open-source viewability technology developed by TubeMogul and supported by a consortium of 21 companies, including Nielsen and VivaKi. Rather than simply report on viewability, the technology is designed to tell marketers why an ad is not getting watched. Real-time metrics include how much of a video ad is in-frame, whether a viewer is in another tab or window, whether a video is muted, player size, how many ads are measurable and more — all at different intervals of playback. The technology can be applied to any standard for video viewability that the Interactive Advertising Bureau adopts.
TubeMogul is an enterprise software company for digital branding. By reducing complexity, improving transparency and leveraging real-time data, our platform enables advertisers to gain greater control of their digital video advertising spend and to achieve their brand advertising objectives. TubeMogul was incorporated in 2007 and is based in Emeryville, California with operations in Detroit, Chicago, Los Angeles, New York, London, Singapore, Sydney, Tokyo and Toronto.