Videology, a leading software provider for converged TV and video advertising, today announced an industry-first in viewable campaign delivery. Videology’s Platform will allow users to transact on viewability as a currency, defined as viewable CPM (vCPM). Within the platform, clients will be able to plan, buy and execute against a guaranteed price for a guaranteed number of viewable impressions as measured by 3rd party vendors Moat, DoubleVerify or Integral Ad Science. In addition, the platform will offer the flexibility of doing so using either the MRC Standard (50% of pixels on screen for at least two consecutive seconds) or an Extended Viewability Standard (100% of pixels on screen for at least 50% of the video duration, with audio on and the play initiated by a human).
“We take viewability extremely serious at Accuen as we know that this is an area of ongoing concern for video advertisers and we are proud of our industry leading viewability rates in digital display,” said Adam Pace, MD Accuen UK. “The ability to buy guaranteed viewable impressions will ensure that our clients’ budgets are being spent on ads that are actually being seen—which is clearly the baseline for effectiveness. It’s a big step forward, and we applaud Videology for their ongoing work in ensuring quality within video advertising.”
“Quality is, and has always been, the hallmark of our platform. It’s what allows us to dramatically and consistently outperform the industry in terms of brand lift metrics,” said Scott Ferber, Chairman and CEO, Videology. “We’re ecstatic to be the first-to-market with a self-service platform that allows users to guarantee the delivery of viewable impressions at a fixed price as measured by 3rd party data. Deepening our partnerships with best-in-class providers to allow enhanced transaction capabilities on viewability is just another differentiator that allows us to deliver superior, guaranteed results to our clients.”
The self-service nature of Videology’s new offering means that platform users select viewability targets, pricing and measurement standards in the planning stage of a campaign, then the platform optimizes and delivers against those targets with no manual adjustments required.
Pre-launch steps include:
- Create a campaign with viewability as a currency (vCPM)
- Select Viewability Standard: MRC Standard or Extended Viewability
- Select Measurement Vendor: Moat, DoubleVerify or Integral Ad Science, or Videology’s MRC-accredited measurement
Platform users can then forecast viewable impression counts at a given price with guaranteed outcomes. Once a campaign is launched, Viewability data is ingested from 3rd party vendors in real-time, allowing Videology’s software to automatically optimize the campaign to deliver against the chosen goals. Videology’s automated process significantly reduces time-to-value by replacing manual calculations.
“We are thrilled to partner with Videology to help power transacting on viewability for their clients,” said Jonah Goodhart, Co-Founder and CEO of Moat. “This exciting partnership will provide a transparent and real-time view for transacting, which we believe is necessary in giving brands the confidence they need to further invest in video. As the first company MRC Accredited for video viewability as well as mobile video viewability, we are happy to help lead more industry firsts.”
The newest solution upgrade is currently in Beta with general availability planned for Q1 2016.
Videology (videologygroup.com) is a leading software provider for converged TV and video advertising. By simplifying big data, we empower marketers and media companies to make smarter advertising decisions to fully harness the value of their audience across screens. Our math and science-based technology enables our customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape.
Videology was one of the first video platforms to receive MRC accreditation for viewable measurement back in 2014.
Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in New York, NY with key offices in Baltimore, Austin, Toronto, London, Paris, Madrid, Singapore, Sydney, Tokyo and sales teams across North America.