Here’s how to avoid wasted ad spend with Moat Reach

In today’s fragmented media landscape, it’s more important than ever to understand who your advertising reaches across each channel and partner. But that task has never been more challenging.

More than half of U.S. marketing professionals list a lack of standard measurement as a top challenge to cross-screen video advertising. Yet by the end of 2022, eMarketer estimates adults will watch an average of 145 minutes of digital video each day.

With consumers’ attention and advertising budgets both shifting from traditional linear TV to digital and connected TV (CTV) applications, it’s becoming increasingly more difficult for marketers to understand what it truly means to reach their desired audience and whether they’re doing so effectively.

If these questions sound familiar, you’re not alone.

• Are my ads actually being seen?
• Are the people seeing them part of my target audience?
• Are my efforts across linear TV, CTV, and digital working together or against one another?

Go beyond viewability

Digital viewability measurement is a standard part of the marketer’s toolkit, telling us which ads have a chance of being seen. It’s accepted across the ecosystem and used to evaluate both efficiency of media and sufficiency of delivery for payment.

However, it’s important to remember that the goal in advertising is to reach real people and households with ads they find relevant and to drive action, not to have an impression simply flash across a screen somewhere.

Viewability is a good filter to apply to digital impressions but has historically been limited to digital display and video. In cases where we can measure for viewability, we typically haven’t been able to connect impressions to the audience seeing them.

Next-gen tools for measurement

Moat Reach was built to close this gap and deliver a universal, seamless view of your customers, providing advertisers with several distinct advantages.

Impressions measured across platforms

Combining the best-in-class digital viewability and CTV measurement from Moat Analytics with TV measurement from iSpot, Moat Reach combines impressions across a broad set of partners and platforms.

Viewability standards for TV

Digital viewability metrics tell us which impressions can be seen by a person, but they’ve not traditionally been available for linear TV. With the addition of TVision’s panel for person-level TV attention, Moat Reach helps answer the question of not only how many households were served an impression, but how many of those impressions were actually seen.

Connection to real people in real households

Moat Reach connects every impression measured to the Oracle ID Graph, which is part of Oracle BlueKai Data Management. The result: a rich, deduplicated view into the households and people you reach across platforms. With a library of more than 2,000 available audience attributes, you’ll know if you’re reaching the right people for your brand and products.

Watch the video below to see how Moat Reach can help you make better informed, data-driven decisions with your advertising budget.

Ready to learn more? Request a demo of Moat Reach today.