Tapad to Offer Time-to-Action Metric

US-based cross-media marketing technology specialist Tapad has introduced a metric called Viewable Exposure Time (VET), to identify the optimal amount of time a consumer spends with an ad before they take action.

Telenor Group-owned Tapad offers a range of solutions for cross-device retargeting, mobile retargeting and mobile audience buying. Its 'Device Graph' targeting system examines 'trillions' of data points every month, to determine if different devices are owned by the same person.

The new VET metric combines engagement time across digital screens and television, with vendor-agnostic viewability scores for video, rich media and display. Factoring in time spent with ads in viewable seconds and minutes, the tool's analytics help marketers pinpoint which audiences are underexposed, enabling them to adjust campaigns accordingly.

Tapad GM of Media Kate O'Loughlin (pictured), comments: 'Today's current measurement options, like click-through rate (CTR) and TV gross ratings points (GRP) tell an incomplete story. Tapad is focused on measuring what really matters to marketers - building an efficient connection with a customer'.

Web site: www.tapad.com .