Watchwith, Moat partner on in-programme advertising


Details

Michelle Clancy

| 16 December 2015




Video advertising provider Watchwith is partnering with independent SaaS marketing analytics firm Moat for in-programme ad reporting.



The deal expands the capabilities of both companies. For Moat, this integration extends its measurement capabilities to include Watchwith in-programme advertising for desktop and mobile video applications. These include reporting on the aggregate audience time spent with an advertiser’s message while viewing a video, as well as detailed user engagement and interaction with the in-programme creative.

Watchwith enables networks to deliver interactive overlay graphics at timed moments within a show. These in-programme ads can be IAB-standard creative formats or Watchwith-native formats — including highly interactive promos, tune-in reminders, e-commerce events and branded bonus content. Watchwith, which recently announced its ability to deliver in-programme advertising within a TV show based on the context and metadata of the program, will use Moat’s MRC-accredited platform to measure impressions, viewability and engagement.

“The video ad landscape is increasingly complex, with brand engagement happening in different ways, on various devices and platforms, and it’s important that Moat is aligned with the companies enabling these new ad experiences,” said Jonah Goodhart, co-founder and CEO of Moat. “Our partnership with Watchwith ensures we can capture in-program activity from the TV networks and top-tier publishers.”

“As TV networks introduce advanced ad products like Watchwith, the industry needs a third-party system to verify viewer engagement no matter where or how it takes place,” added Zane Vella, CEO, Watchwith. “Now advertisers can buy in-programme meadvertising with even greater confidence.”