Shaw Media has partnered with Moat to provide viewability measurement and real-time brand analytics to advertiser clients.
Shaw says the partnership will provide greater transparency to clients and help them better optimize their media dollars.
“Increasingly, our clients are looking for campaigns that integrate both television and digital. However, viewability has been a major issue for marketers in the online space,” said Greg McLelland, Shaw senior vice-president of national sales, in a statement. “Moat is one of the many partnerships and technologies that we are putting in place to ensure that our clients have access to the highest quality audience in a premium content environment.”
Only about 47.5% of online ads served in Canada are viewable, according to ComScore. That means the majority of impressions advertisers buy can’t be seen by humans, either because the ads were obscured by page position, didn’t load properly or were shown to a non-human bot. Viewability measurement providers like Moat, ComScore and Integral Ad Science help advertisers and publishers track how much of their campaigns showed up where they were supposed to and had a chance to be effective.
Moat is accredited by the U.S. Media Rating Council for viewability measurement in desktop, video and mobile advertising. In addition, it tracks more than 100 media and advertising performance metrics like viewable video completions, interaction rate and traffic quality.
“As the market develops and the debate around standardized viewability currency continues, brands, advertisers and their agencies seek out accredited partners to ensure their campaigns are conclusively viewed by consumers and truly effective,” said Moat co-founder and CEO Jonah Goodhart, in a statement.
Moat has been steadily gaining share in the Canadian market through exclusive partnerships with media owners like Shaw. Bell Media announced a similar partnership with Moat in August, as did Torstar in March (through the former Olive Media) and The Globe and Mail back in 2013.
Although it might seem like a conflict for so many publishers to work with the same partner, buyers prefer to have consistency in metrics and methodology across publishers so they can make apples-to-apples comparisons.
