Brands gain additional insight into attention and viewability performance for video ads across Tapjoy’s mobile gaming apps
SAN FRANCISCO — May 4th, 2017 — Tapjoy, the Maximum Impact Platform™ for mobile advertisers and app developers, announced a partnership with Moat, a SaaS analytics and measurement company focused on delivering products for marketers and publishers. The partnership provides Moat’s independent viewability and attention measurement for video ads on Tapjoy’s in-app inventory. Preliminary measurement has shown that Tapjoy’s value exchange model for driving attention and engagement inside mobile gaming apps has outperformed mobile industry benchmarks for viewability, completion rates, audibility rates and other key metrics.
In the first quarter of 2017, Tapjoy’s in-app video ads delivered 98 percent viewability, 81 percent completion rates, and high rates of Audibility and Viewability On Completion (AVOC), ensuring advertisers feel confident about their investment.
Tapjoy’s Maximum Impact PlatformTM provides consumers with access to premium content and other rewards inside their favorite mobile games in exchange for watching videos and engaging with ads. This value exchange between brands and audiences guarantees consumer engagement with the ads and ensures measurably better campaign performance. As detailed in Tapjoy’s recent report, “The Changing Face of Mobile Gamers: What Brands Need to Know,” these value exchange ads — also called “rewarded ads” — are particularly effective within gaming apps because consumers feel happier and more engaged when playing mobile games than when using other types of apps such as social networks.
“Attention is the scarce resource marketers are truly after, and mobile gaming represents a unique opportunity to capture that attention,” said Jonah Goodhart, CEO and Co-Founder of Moat. “We’re proud to partner with Tapjoy to provide viewability and attention measurement on their mobile gaming apps and offer advertisers greater transparency into performance in these environments.”
“We applaud Moat’s initiatives in building the independent measurement tools required to help the mobile ad industry reach its full potential,” said Shannon Jessup, chief revenue officer of Tapjoy. “Our existing advertising clients already know that our opt-in, high-definition, rewarded video ads deliver exceptional results, which is why they continually re-invest their budgets with us. The availability of Moat’s measurement data should go a long way towards helping new brands benefit from our proven model as well.”
Moat is a New York-based SaaS analytics company focused on building products for brand advertisers and premium publishers. Their offerings include Moat Analytics, an attention measurement platform that provides analytics and insights on ad campaigns and website inventory for publishers and advertisers, and Moat Pro, a real-time ad intelligence platform for marketers, publishers, and agencies. Moat is the first company to be accredited by the Media Rating Council (MRC) to measure viewable ad impressions across online display, video, and mobile (web and in-app). The company was founded by Jonah Goodhart, Noah Goodhart and Michael Walrath. The serial entrepreneurs had previously partnered to launch Right Media, which was acquired by Yahoo! in 2007. For more information on Moat, please visit http://www.moat.com.
Tapjoy’s Maximum Impact Platform™ provides mobile engagement and monetization services for leading advertisers and app developers. Advertisers rely on Tapjoy’s diverse suite of rewarded Interplay™ ads including video and rich media to impact performance. Developers utilize our technology and mobile expertise to acquire and monetize users. The Tapjoy SDK is currently embedded in over 15,000 mobile apps, reaching 520 million monthly active users. A 2016 comScore™ study confirmed Tapjoy Interplay™ ads deliver an unprecedented 3x lift across all brand metrics. The company works with Fortune 500 brands and the Top 200 grossing app developers. Founded in 2007, Tapjoy is a global organization with more than a dozen offices worldwide and is headquartered in San Francisco.
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Fluid PR & Communications
matt @ fluidspeak.com