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Moat Launches Video Score
New York-based digital ad analytics specialist Moat has launched a new metric for measuring digital video exposures, incorporating the time video was seen and audio was heard, and the screen space occupied, in one index figure between 1 and 100.
 Moat says the new Video Score tells marketers and publishers in one simple figure the extent of a video's exposure, rather than just counting it as a '1' if it was viewable for a set number of seconds, and a '0' if it wasn't. The company describes this as 'going beyond definitional differences and moving toward a continuum model', and quotes Nielsen research on ad effectiveness which shows that a video's audible and visible duration, along with its size relative to the size of the screen, 'have a correlation to brand equity, as measured by ad recall'.
Jonah Goodhart (pictured), co-founder and CEO of Moat says that 'While TV ads are consistent in experience, digital ones are not - in fact from site to site, app to app, and platform to platform, how individuals see and are exposed to ads changes in dramatic ways... As a result, we need a way to understand video exposures across multiple platforms in a manner that makes sense to both marketers and publishers'.
Companies including NBCUniversal, Unilever and GroupM are supporting the new metric, available on Moat partner platforms in the next few weeks, as a positive step and a welcome extension to the range of measures available.
Web site: www.moat.com .
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