First to Provide Viewability Metrics on Mobile Devices – Both In-App and Mobile Web Environments – Along With Accidental Ad Expansion Tracking and Performance Benchmarking
BOSTON – Celtra Inc., provider of the first cross-screen HTML5 technology for brand advertising, announced the release of the new AdCreator analytics which includes cross-screen viewability metrics, accidental ad expansion tracking and performance benchmarking.
“These new metrics will not only offer our partners a much better insight into the quality of ad inventory, but also enable them to use a set of exciting new ad formats we’ve built using our new ad viewability capabilities.”
Celtra is the first to provide viewability metrics on both in-app and mobile web environments, with viewability supported across all screens including smartphones, tablets and desktop. This unique ability to unify metrics across all devices signifies a vital step towards the realization of a cross-screen display advertising era of actionable and relevant campaign measuring.
The cutting-edge technology found in AdCreator analytics allows agencies, media suppliers and brand leaders to reliably track viewable impressions and intentional ad expansions, as well as other common metrics, via a comprehensive and easy-to-use dashboard. AdCreator 4 fully supports all nine Media Ratings Council (MRC) required viewability metrics which are exposed on the analytics dashboard, and through the AdCreator analytics API. It also adheres to Interactive Advertising Bureau (IAB) guidelines for both metrics and tracking techniques used for both browser and in-app.
The new tools will be road-tested by launch partner MediaCom, along with selected media suppliers, to explore and learn more about the impact of cross-screen viewability, relevance and the effect of current guidelines in the advertising industry. MediaCom, who recently partnered with Celtra to deliver more effective advertising opportunities to its clients, will have exclusive access to the technology for its global accounts for a short period.
“Celtra has always been a huge advocate of transparency and fairness in ad space. For our viewability metrics release we’ve partnered with both media owners and buyers to explore together how ad viewability can improve the quality of advertising not only on mobile web and desktop, but also in mobile apps,” said Matevz Klanjsek, Co-founder and Chief Product Officer, Celtra. “These new metrics will not only offer our partners a much better insight into the quality of ad inventory, but also enable them to use a set of exciting new ad formats we’ve built using our new ad viewability capabilities.”
“MediaCom is leading the industry in bridging the gap between cross-screen creative, tracking and attribution. Measurement is everything when it comes to delivering effective mobile campaigns and strategies and Celtra’s new capabilities are very welcome indeed. By understanding how cross screen impacts our campaigns we can work more efficiently and deliver a more consistent consumer experience. This partnership is part of many mobile firsts that demonstrate MediaCom’s continued focus on mobile, digital and new technology,” said Ben Phillips, Global Head of Mobile, MediaCom.
The new AdCreator analytics also offers accidental ad expansion tracking for mobile ad units to provide even more transparency into ad campaigns. Celtra’s groundbreaking, accurate and scalable method for analyzing ad expansion is based on unique temporal tracking that uses key interaction events in the expansion process and incorporates viewability tracking, providing users with exceptionally high accuracy. In addition, Celtra now offers key performance metrics, such as expansion rate, engagement rate and dwell time, which are benchmarked to offer advertisers better tools for understanding the success of their campaigns and deliver a higher ROI to clients.
AdCreator 4 empowers the delivery of more relevant, effective and engaging content to consumers with great reliability and deeper insights into performance. To learn more about Celtra and AdCreator 4, please visit our website, follow us on Twitter at @CeltraMobile or visit us on LinkedIn.
About Celtra Inc.
Celtra Inc., empowers agencies, media suppliers and brand leaders alike with an integrated, truly scalable cross-screen HTML5 technology for brand advertising on smartphones, tablets and desktop. AdCreator 4 is built to run large-scale and complex campaigns. It is a single platform for streamlined ad creation, performance optimized serving and consolidated reporting with common metrics across all screens.
Celtra is headquartered in Boston (MA), with offices in New York City, Chicago, Los Angeles, San Francisco, London (UK), Tokyo (JP) and Ljubljana (SI). For more information, visit Celtra at www.celtra.com or @CeltraMobile on Twitter.
MediaCom is the “The Content + Connections Agency”, working on behalf of its clients to leverage their brands’ entire system of communications across paid, owned and earned channels to step change their business outcomes. MediaCom delivers not just individual channel silo efficiencies but also connected communications system effectiveness, by developing and optimising all content – defined as any form of consumer messaging – as the fuel that drives high-performing systems. MediaCom measures and quantifies communications systems across paid, owned and earned through their unique Connected System Audit.
MediaCom is one of the world’s leading media communications specialists, with billings exceeding US$29 billion (Source: RECMA 2013). It employs 5,800 people in 122 offices across 97 countries around the globe. Its client roster includes P&G, VW Group, Dell and Universal. MediaCom was named Network of the Year at the Global M&M Awards for an unprecedented fourth year 2013, 2011, 2010 and 2009.
MediaCom is a member of WPP, the world’s largest marketing communications services group, and part of GroupM, WPP’s consolidated media investment management arm.