Mobile advertising and discovery platform, InMobi, has announced a partnership with SaaS analytics company Moat, to extend brand advertising mobile video measurement and currency to the InMobi Exchange as well as InMobi network.
InMobi to offer better video measurement for mobile campaigns
For advertisers that means they can now measure sound, sight as well as motion viewability and attention metrics across all mobile advertising formats including mobile video and native advertising.
With mobile video revenue predicted to reach $25bn by 2021, it comes as little surprise that advertisers have begun to shift digital ad dollars to video. As such, viewability is fast becoming a vital metric.
The partnership means that InMobi advertisers can access viewable, in-app impressions on video, interstitial and banner advertising formats driven by Moat’s MRC accredited measurement.
Jonah Goodhart, CEO and Co-Founder of Moat explains that the industry has continued to move toward “human and viewable” as a foundation criteria. He adds:
“We are consistently hearing from advertisers looking for better ways to measure in-app video and transact on the right currency. Through our partnership with InMobi, we are pleased to enable advertisers to measure and transact on the mobile video metrics that matter most to them.”
Moat is now integrated into the InMobi SDK. This also helps to measure maximize KPIs such as completion and engagement rates. Initial tests have shown that InMobi’s Human and Viewable Rate is 98%.
Anne Frisbie, SVP Global Brand and Programmatic at InMobi, says:
“We are very happy to partner with Moat. This enables brands to independently measure how highly viewable full screen interstitial mobile video ads are. Brands have been hesitant to spend on mobile video without independently verified metrics. We believe that now with Moat we will together further unlock brand investment in these buffer-free, high-definition, full-screen mobile video ads.”