WebSpectator brings time-based ad viewability metric to ad:tech San Francisco
WebSpectator, the world's only real-time advertising exchange that measures actual "time spent" viewing ads, videos or any media component, announced in-market results from the use of its GTS ad viewability metric at the ad:tech San Francisco conference. Designed to empower digital advertisers and publishers to quantify engagement across multiple media channels, the company's GTS metric is the only solution that tracks the effective time audiences spend looking at an ad. This new metric measures (up to the millisecond) advertising that is viewable on audiences' displays, optimizing inventory with TV-type programmatic impressions, drastically increasing click-through rates, and countering most types of click fraud.
As part of ad:tech San Francisco, WebSpectator is also revealing in a report, for the first time, results it delivered to a leading national online publisher. The study gives a detailed look at the drastic effect that the GTS metric provided the publisher in terms of remnant CPM, premium CPM and property design optimization. Key among the results for the publisher, were tripled the overall impressions growth and a dramatic 87 percent increase in average monthly CPMs.
"Time is money for advertisers," said WebSpectator CEO Andre Parreira. "Advertisers go to great lengths to create content with the hope of resonating with their target consumers. That effort is irrelevant without a way to accurately gauge whether a consumer was actually exposed to it. The traditional digital advertising model assumes an ad served is an ad viewed, which is not always the case. Our work with a leading national online publisher has provided tangible proof that GTS is a necessity for the modern publisher. Using time as a metric is not only the best way to ensure ads are truly connecting with viewer eyes, but it is also free of all the fraud that has the digital advertising industry tied up in knots."
WebSpectator allows publishers to max out their inventory by serving more than one ad while the viewer is looking at the page. At the same time, advertisers can pay for what they are actually getting based on the time users are spending with their ads.
To use WebSpectator's GTS metric, advertisers simply add a single line of code to each ad, which then measures time spent using Nielsen's 20 seconds of (certified) advertising exposure as a benchmark. WebSpectator has received Media Rating Council (MRC) accreditation for its core "Guaranteed Time Slot" and has been featured as a "Cool Vendor" for Media in Gartner's Cool Vendors 2012 report.
WebSpectator is compatible with all industry standards and platform apps.