Digital Advertising Provider Announces Viewability Solution, Proprietary Pricing Model to Drive Ad Engagement
EMERYVILLE, CA (September 9, 2015) – Exponential Interactive, one of the largest leading global providers of digital advertising solutions, reaching more than 600 million users each month, today announced a 100 percent viewability guarantee for its proprietary, scalable video ad formats, VDX.
To bolster their efforts and provide transparency, Exponential has partnered with Moat, a Media Ratings Council (MRC)-accredited independent SaaS analytics firm, to measure viewability for brands and advertisers using its VDX ad formats.
Exponential’s new VDX formats, launched in April, guarantee viewability when bought on a CPME basis at a time when advertisers and brands seek assurances that their campaigns are actually being seen by target audiences. VDX delivers a single video experience across multiple types of media – from in-page display, to mobile (tablet and phone) and in-stream – and provides the same brand experience across these devices to ensure full brand immersion and consistency.
“With digital usage growing rapidly, brand marketers must figure out how to make digital work for their branding needs,” said Jonah Goodhart, Co-Founder and CEO of Moat. “Viewability has become a top-of-mind issue for marketers as an ad that does not have an opportunity to be seen has very little value. We’re looking forward to partnering with Exponential to help drive the needed shift to a viewable-impression world.”
Exponential’s VDX formats, including VDX in-stream, VDX in-page and VDX mobile, supports viewable ads through an unrivaled combination of:
Quality inventory: Exponential’s network of premium publishers gives its customers access to unique inventory selected for in-view placements.
Attention-driving creative: Designed to drive engagement while respecting the user journey, Exponential’s VDX formats capture measurable consumer attention that is entirely opt-in.
Pricing solutions: Exponential’s flexible pricing model – viewable CPME (vCPME) – works by charging a CPM for teaser impressions that are 100% viewable and a competitive CPE for teasers that result in an engagement by the viewer.
“vCPME is a hybrid CPM and CPE model we implemented specifically for video to provide the optimal blend of engagement and viewable impressions for brands and advertisers,” said Doug Conely, chief strategy officer for Exponential. “The importance of consumer engagement using video has never been greater, therefore offering 100% viewability and supporting it with adaptable pricing solutions through our VDX formats is top priority.”
Examples of Exponential’s VDX ad formats can be seen here.
Exponential Interactive delivers innovative advertising experiences that transform the way brands interact with audiences across desktop and mobile. Exponential’s platform fuses one of the largest global digital media footprints and proprietary data with user-centric ad formats designed to drive engagement and action. Creativity and audience insights form the foundation for building smarter, more relevant solutions for advertisers and publishers. Exponential was founded in 2001 and has locations in 22 countries. For more information, please visit www.exponential.com.