Vibrant Media, a publisher network with a focus on native advertising, on Wednesday announced a partnership with Moat, an analytics company.
Through the partnership, advertisers in the Vibrant network will gain access
to measurements such as viewability, in-view time, interaction rate, and interaction time.
Jonah Goodhart, CEO of Moat, broke down what each of those measurements are for RTM Daily.
Viewability is the most common metric listed above, and Moat follows the typical definition of at least 50% of an ad being in-view to the user for at least one second. The “in-view time” measurement is self-explanatory; Moat also measures the average time an ad was in-view for.
The other two -- interaction rate and interaction time -- are what drew Vibrant Media to Moat in the first place. Vibrant argues that data should go "beyond viewability" to get a read on an ad's effectiveness.
The “Universal Interaction Rate” is the
percent of impressions in which a user has actively hovered on an ad, Goodhart said. “This could be to take an action such as flipping through a photo gallery in an ad, playing a video in an ad,
scrolling through the content in an ad, or just actively navigating in the ad,” he said. The interaction rate time measures how long each interaction lasts for.
“To find the true value of an ad’s success, you need to look at how -- and for how long -- users are interacting with it,” stated Ariff Quli, SVP of global accounts and marketing, Vibrant Media.
Moat’s benchmarks for interaction rate on desktops is 3.3%, and the average interaction time is 8.9 seconds. Vibrant claims its ads have rates 58% and 51% higher, respectively.