Ipsos Merges Ad Creative and Viewability Measures

Ipsos has partnered with viewability measurement specialist Moat to launch a solution called Connect:Digital, which pre-tests digital ads via a combination of creative impact analysis and digital trading measures.

Connect:Digital merges Ipsos' expertise in creative testing with Moat's viewability and attention metrics, using programmatic ad technology to insert test ads into a live digital platform while users are browsing. Individuals can then select the content and ads they want to view, choosing whether to view, skip or scroll away.

Time and percentage in frame viewed for each ad is measured passively; and behavioral results are integrated with a brand survey served after the viewing. Ipsos says this combination of viewing behavior with survey results enables clients to evaluate how long the ad needs to be viewed to drive the desired brand outcomes.

Peter Minnium (pictured), President of Ipsos Connect US, comments: 'We believe that brands should be able to set the right viewability thresholds that will help them achieve their campaign objectives. Why buy viewable impressions if the creative still hasn't delivered an effective outcome? With Connect:Digital brands can better manage their creative and media buy to ensure they achieve their business objectives'.

Web sites: www.ipsos.com and www.moat.com .