moat advertising

In today’s media landscape, the reach of your moat advertising across various channels is crucial but challenging. Many marketing professionals in the U.S. cite a lack of standard measurement as a top obstacle in cross-screen video advertising. Despite this challenge, eMarketer estimates that by the end of 2022, adults will spend an average of 145 minutes per day watching digital video.

As consumer attention and advertising budgets shift from traditional linear TV to digital and connected TV (CTV) platforms, marketers face difficulty in accurately reaching their target audience and assessing the effectiveness of their campaigns.

Common questions that arise include:

• Are my ads being viewed by the intended audience?
• Is the audience seeing my ads aligned with my target demographic?
• Are my advertising efforts across linear TV, CTV, and digital complementing each other or conflicting?

If you’re grappling with these questions, you’re not alone. Many marketers are seeking solutions to navigate the complexities of modern advertising channels and ensure their messages resonate with their desired audience effectively.

Go moat advertising beyond viewability

Digital viewability measurement has become a standard tool for marketers, providing insights into which ads have the potential to be seen by users. It’s widely accepted across the advertising ecosystem and is used to assess the effectiveness of media campaigns and ensure advertisers are getting what they pay for in terms of ad exposure.

However, it’s essential to recognize that the ultimate goal of advertising is to reach real people and households with relevant ads that drive action, rather than simply registering impressions on a screen.

While viewability metrics are valuable for digital display and video ads, they have traditionally lacked the ability to connect impressions to the actual audience viewing them. This limitation means that while we can measure whether an ad had the potential to be seen, we often lack insights into the demographics and behaviors of the individuals who were exposed to the ad.

Next-gen tools for measurement

Moat Reach was developed to bridge this gap and offer advertisers a unified, comprehensive view of their customers, bringing several key benefits to the table.

Impressions measured across platforms

By integrating top-notch digital viewability and CTV measurement capabilities from Moat Analytics with TV measurement from iSpot, Moat Reach consolidates impressions across a diverse range of partners and platforms.

Viewability standards for TV

Digital viewability metrics indicate which impressions are visible to individuals, but traditionally, they haven’t been accessible for linear TV. By incorporating TVision’s panel for person-level TV attention, Moat Reach addresses this gap, providing insights into not just how many households received an impression, but how many of those impressions were genuinely viewed.

Connection to real people in real households

Moat Reach integrates every measured impression with the Oracle ID Graph, a component of Oracle BlueKai Data Management. This integration provides a comprehensive, deduplicated perspective on the households and individuals you engage with across various platforms. With access to a vast library of over 2,000 audience attributes, you can ascertain whether your advertising efforts are effectively reaching the appropriate audience for your brand and products.

Verify campaigns across mobile, digital, and CTV

Access a comprehensive overview of your ad campaigns with Moat Reach. Benefit from a diverse range of metrics covering video (including CTV environments), mobile, display, branded content, and emerging formats. By analyzing these metrics, you can pinpoint the top-performing channels, creative assets, formats, and environments that have the potential to maximize your advertising investment.

Verify impression delivery with precision and transparency

Verify that your impressions were viewed by real individuals and distributed in environments that align with your brand’s safety and suitability standards.

Top Viewability Challenges

“Ensuring that your media spend isn’t wasted on unseen ads is crucial. Several factors can influence viewability, including ad placement. Ads must be in view for at least one second for display and two seconds for video. Placement matters, and variables like page load times and page design responsiveness can impact it. Additionally, ad size and layout play a role in viewability.

Measuring inventory viewability is key, allowing advertisers to optimize ad sizes and placements based on performance data.

Invalid traffic is another factor affecting viewability. Ad fraud is a significant issue in online advertising, with an estimated $44 billion lost annually. Third-party verification helps advertisers determine if impressions are fraudulent. At Oracle, our engineers and data scientists at Oracle Moat work diligently to develop methods for detecting invalid traffic.”

Reduce the risk and costs of bad brand experiences

With Oracle Moat Analytics, advertisers can ensure that their advertisements appear only in brand-safe and brand-suitable environments. This helps advertisers block bids on advertising impressions and avoid serving ads into locations that may be fraudulent or inappropriate. Oracle Moat Analytics helps detect and avoid placements that involve fraudulent or invalid traffic (IVT) according to industry standards set by organizations like the Interactive Advertising Bureau and Media Rating Council.

moat advertising measurement where you need it

With Oracle Moat Analytics, you can measure every impression across various channels, including display, video, connected TV, ad servers, social platforms, demand-side platforms (DSPs), and more. This comprehensive integration provides transparency into your campaigns, creatives, placements, domains, URLs, and impressions. You can analyze the effectiveness of your advertising efforts using a tool that is supported by industry benchmarks and offers visual, real-time reporting.

Benefits of Using a Third Party for Viewability

Highly viewable inventory is increasingly valuable to advertisers as digital advertising becomes more sophisticated. Media buyers and sellers not only want to prove the value of their ads but also transact on viewability. Using MRC viewability standards as a common currency is crucial for determining the true value of a viewed impression and optimizing and forecasting inventory effectively. All digital media owners should allow their inventory to be measured for viewability by an accredited third party to assure marketers that their media investments meet industry standards. Third-party measurement providers like Oracle Moat offer independent verification, ensuring a safe environment for effective marketing. Oracle remains agnostic, solely focused on facilitating accurate IVT detection and continually evolving measurement methodologies.

Benefits of moat advertising to Gamers

Advertising in the gaming space presents a unique challenge due to the highly engaged nature of gamers, who spend extended periods immersed in their favorite games. Advertisers must carefully consider how to seamlessly integrate ads into the gaming experience without disrupting it.

In-game ads, which are inserted directly into the gaming environment, offer significant opportunities for advertisers. These ads are typically high-resolution and strategically placed within premium games. Game publishers often collaborate with ad tech companies to select ad placements that enhance the overall gaming experience and blend seamlessly with the game’s flow.

By maximizing impressions through well-placed ads, advertisers can leverage in-game advertising to add an extra layer of realism to the 3D gaming environment while respecting the immersive experience enjoyed by gamers.