Triggered by study in which two-thirds of senior agency and publisher execs said viewability guidelines inadequate for non-standard ad formats
London, 12 February 2016 – Ad technology company InSkin Media today announced a global partnership with analytics firm Moat to help address the issue of measuring viewability for non-standard ad formats such as skins and wallpapers.
The partnership with Moat – the first company accredited by the US’ Media Ratings Council (MRC) to measure viewability for both mobile in-app and mobile web – means reporting on campaigns run by InSkin will include viewability rates and in-view time. This covers all types of ad format, across desktop, smartphone and tablet, and will be benchmarked against Moat’s database of billions of impressions.
A study conducted by InSkin Media with consultancy FaR Partners in Q3 2015, revealed nearly two-thirds (63%) of senior agency and publisher executives felt viewability standards need to be updated to adequately measure viewability for larger, non-standard ad formats – particularly skins and wallpapers. The study also revealed the most important challenge facing online ad viewability is measurement.
“The research was prompted after asking several leading vendors to measure the viewability of InSkin’s non-standard ad formats, according to the current standards. The results ranged from a staggering 5%, to 85%,” said Steve Doyle, InSkin Media’s Chief Commercial Officer. “Moat stood out for their rigorous approach and their ability to measure non-standard or bespoke rich-media ad formats, such as our PageSkin.”
Doyle continued: “In a complex online advertising environment, validating ad exposure is a crucial stepping stone on a brand advertiser’s path to proving ad engagement and effectiveness. Our partnership with Moat will help advertisers to achieve that.”
Jonah Goodhart, Co-Founder and CEO of Moat, added, ‘Viewability across campaigns is the starting point of a bigger conversation about how consumers pay attention to digital ads. We applaud InSkin’s leadership in the industry and commitment to transparency, accountability, and measurement of campaign effectiveness beyond traditional response metrics.’
The partnership will roll out across InSkin Media’s international business from February 2016, starting in the UK and Germany.
Moat is a New York-based SaaS analytics company focused on building products for brand advertisers and premium publishers. Their offerings include Moat Analytics, an attention measurement platform that provides analytics and insights on ad campaigns and website inventory for publishers and advertisers, and Moat Pro, a real-time ad intelligence platform for marketers, publishers, and agencies. Moat is the first company to be accredited by the Media Rating Council (MRC) to measure viewable ad impressions across online display, video, and mobile (web and in-app). The company was founded by Jonah Goodhart, Noah Goodhart and Michael Walrath. The serial entrepreneurs had previously partnered to launch Right Media, which was acquired by Yahoo! in 2007. For more information on Moat, please visit http://www.moat.com.
About InSkin Media
InSkin Media is an advertising technology business, specialising in high-impact, non-intrusive brand advertising formats.
Founded in the UK in 2009, the company specialises in rich-media display advertising, and employs 85 staff across its London, Hamburg, Sydney, Singapore and Hong Kong offices. InSkin partners with over 150 publishers, working across over 900 premium websites, globally, and has delivered successful campaigns for over 700 blue-chip brand clients.
In November 2015, InSkin Media was featured in the Deloitte Technology Fast 500 EMEA 2015, a ranking of the 500 fastest growing technology companies in EMEA, following its inclusion in the ‘Scale Up Club’, a group of companies identified as having £100m turnover potential within 3-5 years, by Silicon Valley angel investors, the previous year. In 2013, InSkin Media was named Best Media Owner in the IPA Media Owner Awards, having been rated as top company in the IPA Media Owner Survey that April. In 2012, InSkin Media won three British Media Awards; InSkin Media won Media Momentum’s Award as the fastest-growing digital business in Europe in 2011, and has since remained in its top 50 high-growth businesses.