For premium video publishers and broadcasters who depend on video advertising, Brightcove’s partnerships with leading independent third-party measurement providers, like Nielsen and comScore, are critical. Today, we are pleased to announce our new collaboration with Moat, which gives publishers a simple way to measure and report on the viewability of ads played back by the Brightcove Player.
Ad viewability is a metric that defines whether or not an ad is “in view” during playback. The Media Rating Council (MRC) defines an in-stream video ad as viewable if more than 50% of the ad’s pixels are in view for at least two consecutive seconds. The MRC’s definition is dominant, but advertisers and agencies (e.g., WPP’s GroupM) have advocated for their own stricter definitions.
As a topic, ad viewability has gotten a lot of attention in the online video space and rightfully so. Given advertisers are making bigger and bigger bets on online video (e.g., they’re spending over $10 million on the NewFronts this year according to the IAB, up 85% from two years ago), they logically want to know that their ads are actually seen, versus simply delivered. In fact, according to Videology’s Q2 report, US advertisers’ top campaign objective was viewability.
Publishers also care deeply about being able to measure ad viewability. They strive to demonstrate that their properties can drive high rates of viewability and engagement against advertisers’ target audiences. Publishers that show advertisers high rates are often able to command higher CPMs for their inventory.
As we stay laser-focused on enabling publishers to drive their video businesses and recognize that independent third-party measurement is critical, we’re excited to welcome Moat to Brightcove’s ecosystem. We hope our joint customers take advantage of the new integration. To gain access to Moat’s plugin for the Brightcove Player, customers should reach out to their Moat account manager.