Digital platforms have put users firmly in control, allowing them to skip, scroll or avoid advertising altogether. Recognising this, Ipsos Connect has launched Connect:Digital in combination with Moat measurement to help clients understand if their digital ads both earn the right to be viewed and build brand desire.
Having launched in the United States in March, Connect:Digital is now available throughout North America, and in other key markets like Brazil, France, India, Russia, and the United Kingdom. Several more European and Asian markets will be live by end of Q3, 2017.
Connect:Digital is a new, holistic approach to pre-testing digital ads that combines creative impact measures with digital trading measures, enabling brands to redefine paid view criteria and ensure meaningful brand outcomes. Connect:Digital brings Ipsos Connect’s expertise in creative testing together with viewability and attention metrics from Moat, the leader in attention measurement and analytics.
Connect: Digital uses programmatic ad technology to insert test ads into a live digital platform while users are browsing. As users are able to choose the content and ads they want to view, they can choose to view, skip, or scroll away at their leisure. Time and percentage in frame viewed for each ad is measured passively; behavioral results are integrated with a brand survey served after the viewing. This combination of viewing behavior with survey results enables brands to evaluate how long the ad needs to be viewed to drive the desired brand outcomes.
“Digital advertising is currently being traded leveraging minimum criteria defined by view metrics. These arbitrary thresholds may or may not lead to effective communication,” says Andrew Bradford, Chief Digital Officer at Ipsos Connect. “We believe that brands should take an evidence-based approach to set the appropriate viewability thresholds that will help them achieve their campaign objectives and potentially save money. Why buy viewable impressions if the creative still hasn’t delivered an effective outcome? With Connect:Digital brands can better manage their creative and media buy to ensure they achieve their business objectives.”
“Across the board, brands are looking for better ways to connect the dots between viewability, time spent, attention, and brand effectiveness,” said Jonah Goodhart, CEO and Co-Founder of Moat. “Moat has been working to bridge this gap. By providing brands the opportunity to test their campaigns with Connect:Digital, we’re offering them the information they need to make better, more informed media decisions.”
Connect:Digital allows brands to identify the right ads, the right formats and the right amount of view time to drive the right brand impact. For more information, reach out to your local Ipsos Connect contact.
[EVENT] Vroom Vroom - Ipsos Affluent Report
Are you a subscriber to the Ipsos Affluent Report? If so, then you’re eligible to attend our exclusive subscriber-only panel discussion, on August 8, detailing results from the latest wave of our study as it relates to Affluent Americans’ love affair with cars – particularly vehicles that offer luxury, high-performance, and technological advances.
[EVENT] Wanderlust 2017: Affluent Americans and the Passion for Travel
On May 23, are you a subscriber to the Ipsos Affluent Report? If so, then you’re eligible to attend our exclusive subscriber-only panel discussion detailing results from the latest wave of our study as it relates to emerging trends and key opportunities in Affluent travel.