Unanimis to offer broadcast advertisers UK’s first time-based exposure model.
Unanimis has partnered with Alenty to offer the first analytical tool to measure online advertising visibility and engagement.
Alenty’s measurement tools enable advertisers to measure the number of seconds an ad is viewed on screen. This introduces the ability to charge advertisers for exposure time rather than impressions, a model which is a first in the UK.
With a time-based metric comparable to traditional media measurement used by TV and radio, it is hoped that Alenty will transform the way branded campaigns are measured and sold, which is seen as one of the barriers to TV branding budgets moving to online.
Damon Reeve, chief executive of Unanimis said: “While online publishers and networks have high reach it’s been a real challenge to offer broadcast advertisers tracking, measurement and pricing that is comparable to broadcast. Exposure and time based measurement and pricing is key to closing this gap.”
The technology will enable Unanimis to provide advertisers with an effective ROI measure of their branded advertising. Advertisers will be able see how many ads were seen and which sites provided the highest user engagement for their campaign.
For publishers, Unanimis will be able to help optimise ad-space and offer valuable insight in to improving page layout, ensuring maximum ad exposure and adjust CPM rates accordingly. Additionally it will also increase publisher ad inventory with automatic refresh of ads that have been seen long enough.
Technology trials are currently underway with a select client base and a full launch expected to early summer.
