ITV has partnered with European ad verification company to become the first broadcaster in the world to make use of the IAB Open Measurement SDK, which is considered the most rigorous standard for In-App viewability measurement.
The deal will see Meetrics provide campaign delivery validation for VOD advertising across ITV Hub platforms.
The multi-faceted measurement will see Meetrics provide video viewability data and reporting for ITV Hub on connected TV platforms and In-App (Android and iOS) as well as desktop and mobile web campaigns, covering all delivery methods.
This enriches the reporting capabilities for VOD campaigns run on ITV Hub and demonstrates the high quality of ITV’s ad inventory on metrics that are important to agencies and advertisers.
Meetrics is an independent vendor accredited for various services by the Media Rating Council and committed to privacy rules in full accordance with GDPR.
To date, average measurement for campaigns running across ITV Hub showed a viewability rate (according to the MRC definition) of 98%, which is far beyond average, compared to industry viewability benchmarks.
The new viewability measurement and reporting aims to reassure advertisers that ITV can deliver standards on human and viewability measures that outperform the VOD market.
Frank Mulhall, Head of Ad Operations at ITV said: “Partnering with Meetrics has demonstrated ITV’s commitment to verifying the value of our broadcast quality digital inventory via independent measurement. The move starts the process of raising standards for online video that only broadcasters can achieve in line with our clients’ expectations. Advertisers invest large sums in media to drive both brand and response, and whilst partial viewing of ads is still seen as acceptable in some areas of digital advertising, we believe that investment means that advertising should be seen by people and seen in full.”
“Our strategic partnership will demonstrate the high quality of ITV’s video ad inventory and set new standards in viewability measurements across various channels,” said Max von Hilgers, Co-Founder and Managing Director at Meetrics. “ITV is committed to give its clients full transparency over their campaign delivery and to do so it showed technological leadership by investing in their own technology stack, new industry standards, and independent measurement solutions. ITV is responding directly to what advertisers are demanding; budgets for video ads are getting larger, while video inventory, which is proven to be of high quality, is limited,” said Philipp von Hilgers, also Co-Founder and Managing Director at Meetrics.