Today, we’re excited to announce the next iteration of our commitment to provide marketers with the tools they need to make high ad viewability a constant in their omnichannel campaigns -- new display algorithms that deliver significantly higher in-view rates than programmatic averages reported by top viewability measurement vendors.
Marketers can simply choose their preferred viewability measurement vendor (such as DoubleVerify or Moat), set their desired in-view rate and measurement standard (like MRC or GroupM) and our algorithms will do the rest. With this launch, we’re continuing to build on the achievements we made with our groundbreaking video viewability algorithm by setting new industry standards, offering more flexibility and better performance than any other solution available.
We think marketers shouldn’t have to get into the weeds with viewability, especially when automated options can free them from routine manual optimization tasks. Manual approaches like whitelisting, blacklisting, and evaluating viewability reports aren’t just time-consuming; they present a slew of data that can be difficult, if not impossible, to evaluate quickly. And simply put, automated options deliver better results than can be achieved through manual approaches, no matter how much time is spent tinkering.
We’ve found that only sophisticated machine learning approaches can manage the complexity required to deliver the type of viewability results marketers expect. Our algorithms automatically generate superior in-view rates, so marketers can get the best of both worlds: maximum results and time to focus on what matters most -- the impact generated by their marketing efforts.
How does the Amobee algorithmic solution differ from pre-bid tactics? Our algorithms access, process, and act on data in milliseconds. When viewability data is incorporated into the optimization process, user-level data can be leveraged to statistically predict viewability at bid-time. This approach yields more viewable impressions from a wider variety of sites when compared to pre-bid targeting, increasing in-view and engagement rates while maximizing reach against the target audience.
Pre-bid targeting, on the other hand, can limit the scale of the buy. For instance, a website might be 50% viewable on average, but there are pockets of inventory that are 90% viewable and others that are 10% viewable. Pre-bid targeting sites over 50% in-view will ignore that website altogether, leaving a huge amount of high quality video inventory on the table.
Recent campaigns using this new display viewability algorithm have delivered in-view rates an average of 30 points higher than the programmatic benchmarks using the MRC standard (79% in view using the Amobee algorithm vs. 49% for the Internet programmatic display benchmark). And many campaigns have consistently achieved in-view rates over 85%.
We know every impression is important to marketers, and we think every impression should be viewable. We invite you to use this solution on your next campaign and see the difference for yourself.
For more on viewability in the context of broader marketing goals, see our ebook, “Bringing Viewability Into Focus.”