InMobi Launches In-App Video Viewability Suite for Brands

InMobi Video Viewability

InMobi SDK is the first in-app advertising solution to offer video viewability measurement from both Integral Ad Science and Moat for unprecedented advertiser trust.

India-based mobile advertising platform InMobi, announced the InMobi Video Viewability Suite, combining support from two leading independent video measurement partners: Integral Ad Science (IAS) and Moat. InMobi said it is the first in-app mobile ads platform to integrate both IAS and Moat at the SDK level. The company said in a press release, that this makes it the provider of the highest level of independent video viewability measurements.

InMobi logo

 

InMobi integrated the Moat SDK last year, followed by integration of the IAS SDK, both of which are accredited by the Media Rating Council (MRC), based on Mobile Viewable Advertising Impression Measurement Guidelines for in-app environments.

For publishers and app developers, InMobi said the third party verification solution will unlock access to premium brands, by offering fully viewable video ad inventory that supports the latest high impact and immersive formats such as native, vertical, and 360 video.

InMobi said that by supporting these new state-of-the-art creatives, publishers who integrate with the InMobi SDK can significantly increase revenue by delivering engaging premium video ads from the biggest brands in the world. The company named clients such as Wattpad and Viggle as some clients who ill benefit from the new solution.

As advertising budgets continue to shift towards mobile, the demand for quality ad inventory that can be independently verified is skyrocketing. InMobi said it outperforms the market for in-app programmatic video campaigns, when compared with Moat’s benchmarks for Q3 of 2016. The company empahsized their consistent industry-leading viewability scores, while adding that third-party verified ads often expose flaws or shortcomings in a platform.

“At InMobi, we are putting video viewability at the core of our product offering for brands through the InMobi Exchange. Through direct and programmatic buying, advertisers on InMobi are already seeing phenomenal campaign performance, as measured by Moat and compared against quarterly benchmarks,” said Anne Frisbie, SVP, Global Brand and Programmatic at InMobi.

“While the industry sees MRC viewability rates for video viewability across mobile web and mobile app below 50 percent, InMobi video ads consistently deliver double the industry mobile average. With the addition of IAS to our verification suite, InMobi is the undisputed leader when it comes to independent audits and measurement for in-app video campaigns with tight SDK integrations.”

Jonah Goodhart, CEO and Co-Founder of Moat, commented, “As consumers shift towards mobile-first and in-app environments, advertisers and publishers alike are seeking better ways to measure video in-app and transact on the metrics that matter for their businesses. InMobi has been a leader in mobile video, and we look forward to providing publishers and advertisers with greater insight into in-app performance through the partnership.”

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