|By Marketwired .||
|June 10, 2014 12:58 PM EDT||
NEW YORK, NY -- (Marketwired) -- 06/10/14 -- Advertisers can now feel confident that their ads are actually being viewed, thanks to three new tools from PointRoll. PointRoll AdView ensures that banner ads with video and animations pause when people scroll away from them, while Video Viewability and Verification Metrics report the delivery of in-stream video ads as viewable or not throughout video creative playback, and capture the size of the Publisher's video player.
AdView, a proprietary encoding technology, provides advertisers and agencies with invaluable data about whether an animation or an in-banner video was seen, and for how long. AdView can even pause the ad animation or in-banner video playback, if the ad is not currently in-view. Using the IAB standard for display banner viewability, AdView tracks ad time based on animation quartiles, indicating the number of people who saw 25%, 50%, 75% and 100% of a particular banner ad.
Meanwhile, PointRoll's Video Viewability and Verification Metrics support the recently released IAB and MRC guidelines around in-stream video viewability, in addition to capturing the size of the video player in which in-stream video ads are shown.
"If programmatic is the topic most discussed in display media today, viewability is definitely in the top five," said 360i SVP and Group Media Director David Rollo. "Ads matter only if your intended audience sees them (and, ideally, acts on them). AdView takes a unique metrics-driven, IAB-rooted approach in verifying viewability for video and animation display ads."
Video Viewability and Verification Metrics comply with the latest versions of the IAB's VAST 3.0 and VPAID 2.0 specifications, and PointRoll anticipates MRC accreditation of both its display and in-stream video viewable metrics by early fall.
"With AdView and Video Viewability and Verification Metrics, we can help marketers to better understand consumer engagement with their creative across desktops, smartphones and tablets," said PointRoll Product Strategy VP Todd Pasternack. "This helps them learn how their media investments are performing at a much deeper level through accountable metrics and greater transparency. This is simply ethical ad serving paired with a creative solution for a must-have metric."
The three solutions will be available in conjunction with the lifting of the MRC's advisory on June 30th.
This story appeared first in MediaPost.
Since 2001, PointRoll, a Gannett Company (NYSE: GCI), has transformed the way advertisers, agencies and publishers create, manage and deliver the most effective digital advertising. Today, PointRoll provides advertising innovations across the many screens of video, mobile, desktop and social while offering a unique strategic creative perspective. With core technology in both multi-screen delivery and data driven creative and an industry leading dynamic creative optimization (DCO) offering, PointRoll enables advertisers to effectively connect and convert consumers through highly engaging and relevant ad experiences. For more information, visit http://www.pointroll.com or follow us @pointroll.