MoneySuperMarket hires Meetrics to address online ad visibility issue

Testing phase to optimise ad visibility sees 37% increase in ROI

Meetrics will help improve the percentage of online ads – bought by MoneySuperMarket through programmatic trading – that will actually be viewable on a webpage. Meetrics is at the forefront of the “ad visibility” issue having proved around 30% of online ads served are never visible, thus, wasting a significant proportion of advertising spend.   www.meetrics.com

Meetrics will manage and optimise MoneySuperMarket’s online display ad campaigns through a real-time dashboard providing data on whether the ad is visible, how long it’s seen for and the number of clicks. This data will be used to optimise their campaigns, targeting sites with high ad visibility.

After an intense testing phase, that saw a 37% increase in ROI by focusing on sites with high ad visibility, MoneySuperMarket will be working continuously with Meetrics from January 2014.

Using view time, Meetrics will also be able to isolate and exclude unintentional clicks to give MoneySuperMarket a truer picture of ad engagement. The premise being a person must see an ad for a certain length of time in order to intently click on it.

MoneySuperMarket hires Meetrics to address online ad visibility issue http://t.co/I7QIb9A7Qi @Meetrics

— Brad Insight (@BradInsight) January 13, 2014

“Ad viewability will become even more important this year at MoneySuperMarket and the industry as a whole,” says Sammy Austin, MoneySuperMarket’s RTB Performance Media Manager. “Thus, using a best of breed technology was very important. Meetrics is one of the founding providers in the space and was chosen after a thorough review and testing process of all the viewability partners in the market.

“Their historical expertise combined with an advanced road map – such as the ability to categorise impressions based on viewability pre-bid – made them the standout choice. We’ll also be able to customise how we use Meetrics’ solution to most effectively optimise against our KPIs and improve overall campaign performance.”

Anant Joshi, Meetrics’ Director of International Business says: “The rise of programmatic buying has created a symbiotic increase in ads being served that are never seen. This partnership with MoneySuperMarket is an opportunity for us to address this issue proactively in the UK market and for others to learn from it.”

For more information

Alex Burmaster, Meteor Public Relations
D: +44 (0)20 3544 3570 M: +44 (0)780 313 1144

Anant Joshi, Meetrics
M: +44 (0)745 326 0059

About Meetrics
Created from research conducted at MIT, Meetrics GmbH is the German pioneer and leading business to business software solution consulting advertisers, auditors, media agencies and online newspapers across Europe to control and enlarge effects of online advertisements and news headlines. With the Ad Attention Monitor the assessment of actual visibility rates as well as individual view time allows a joint evaluation of the efficiency and the quality of placements in real-time to stimulate up selling. www.meetrics.com