Dive Brief:
- In an effort to prove to advertisers that their video ads are being seen, publisher Gannett is adding new viewability metrics to its "Gravity" ad units.
- Gannett—which owns papers USA Today, The Arizona Republic, and The Indianapolis Star, among others— is partnering with tech vendor Moat to offer stats like viewability, reader interactions, and exposure time for the full-screen video ads.
- Brands like Netflix and The History Channel are experience 63% interaction rate with Gravity ad tests on USAToday.com.
Dive Insight:
Viewability is a buzzword that has raised the issue of what counts as "viewed." Gannett is taking a step in the right direction by adding metrics specifically meant to measure viewability for its video ads — a move that will hopefully inspire trust from advertisers and bring in more revenue.
