Moat’s Q2 data says that just 56% of video ads met this definition - 50% of pixels being in view for at least 2 continuous seconds.
Jonah Goodhart, Moat’s Co-Founder and CEO said, “Viewability is one of the biggest issues facing marketers today as an ad that does not have the opportunity to be seen has very little value. This will help drive a much needed shift to a world where viewable-impressions are the basic standard.”
The deal specifically enables advertisers to see viewability levels for Exponential’s VDX video formats which work across different screens. The viewability guarantee is being offered through their hybrid pricing model which combines CPM (cost per thousand) and CPE (cost per engagement). Known as vCPME, it charges a CPM price for viewable impressions and then moves to a CPE model if people engage with the ad.
“Offering 100% viewability goes way beyond the IAB US’ recommendation that an advertiser should pay for all campaign impressions as long as just 70% are deemed viewable,” said Doug Conely, Exponential’s chief strategy officer. “Video is playing a massive role in consumer engagement, thus offering 100% viewability through an adaptable pricing model will help encourage more brands to shift spend from TV to online video.”
