SANTA MONICA, CA--(Marketwired - September 27, 2016) - VideoAmp, The Total Video platform for the TV and video ecosystem, today announced industry-leading transparent video viewability measurement and optimization capabilities. The capabilities are available in its self-serve console and as a campaign-based service.
VideoAmp is able to achieve viewability rates of 80% and better through its proprietary multi-dimensional optimization capabilities within its software console, with the product enhanced by unique integrations and a partnership with Integral Ad Science (IAS), the technology and data company that empowers the advertising industry to effectively reach and influence consumers everywhere. VideoAmp's integration combines "pre-bid" filtering for viewability, brand safety, and non-human traffic. Advertisers can leverage IAS data and settings within the VideoAmp console. This also includes complete post-campaign reporting.
Video is by nature a much more scarce inventory source than display, thus the incentive for fraud and other illicit behavior is more pronounced. This makes dual goal advertising in high quality environments at scale extremely challenging. VideoAmp's technology goes deeper, it can drill down to viewability scores of the operating system (Windows vs. Mac), browser type, or geographic location. Action can then be taken to optimize performance while preserving scale, since you wouldn't have to stop buying a whole site, but perhaps just the browser type pushing down your scores.
VideoAmp's platform and partner integrations are processed in real time at the impression level during every ad-serving event. It's this granularity that gives the platform the ability to optimize and report in ways that are just not possible using other methods.
"We've been working with several holding companies, with both the self serve programmatic and media investment teams, and the average performance on several recent campaigns have been ranging between 80% to 90% consistently, achieving significantly higher viewability rates, efficient viewability CPMs, and hitting overall reach goals," said Jay Prasad, Chief Business Officer, VideoAmp. "We can provide campaign alternatives and pricing models that guarantee performance with confidence. By being able to combine 'pre-bid,' with real time control, we will stand by our clients and not charge them for any impression that was deemed fraudulent, or not brand safe, and furthermore not charge for any impression that is beneath 80%."
The VideoAmp platform now provides advertisers with the ad quality products in the market. The platform has "pre-bid," real time, and impression level data features and reporting. This is all seamlessly integrated and gives analytics access to all advertising clients.
"Our partnership with Integral Ad Science validates our commitment to transparency in the industry allowing for extremely granular optimization, creating more opportunities to find the best inventory to accomplish our clients' viewability goals across in a fully transparent and real time way," said Ross McCray, Co-Founder & CEO, VideoAmp. "The responsibility of viewability falls on us all. Brands, agencies, publishers, ad tech vendors, and industry organizations all need to work together to push this forward, create industry-wide adoption and best practices. We're happy to be among those industry leaders who are openly committed to innovate and push new standards."
"We're excited by the performance VideoAmp is able to achieve by utilizing our media quality data," said Kevin Lenane, GM of Video, Integral Ad Science. "Cross-platform video viewability is a major growth area for digital advertising, and it is just as important to measure quality as effectiveness. We are proud to support VideoAmp in their move toward more trusted, measurable video."
VideoAmp is the world's first Total Video Platform to enable advertisers and media owners to transact seamlessly across devices. Our software and data solution enables advertisers to plan, buy, package and measure the success of de-duplicated and precisely targeted campaigns that reach broadcast TV, VOD, OTT, desktop, and mobile audiences. Founded in 2014, VideoAmp is headquartered in Los Angeles, with offices in New York, San Francisco, Chicago, and the Netherlands. VideoAmp is backed by European TV giant RTL Group and six other top venture capital firms. For more information, visit www.videoamp.com or follow us on Twitter, Facebook, and LinkedIn.