NEW YORK, Sept. 11, 2014 /PRNewswire/ -- Moat, Inc. (www.moat.com), an independent SaaS analytics firm focused on making brand advertising more effective for marketers, agencies, and premium publishers, today announced a partnership with Gannett to deliver Attention Analytics to Gannett advertisers as well as results from Gannett's recently launched Gravity ad units. Moat enables Gannett, including USA TODAY, and their advertisers to gain maximum value from their campaigns by providing in-depth analytics, viewability, exposure time, universal interaction metrics, and more that help get the most out of ad campaigns. As a result of Gannett's focus on delivering better ad experiences with stronger performance for brand marketers, Gannett recently launched Gravity, a new ad unit now available across 120 national and local Gannett publishers. The new unit automatically comes with Moat's Attention Analytics metrics which help marketers understand effectiveness of the units.
"Early results on the Gravity ads have been fairly astonishing," said Jonah Goodhart, CEO and Co-Founder of Moat. "We're seeing almost perfect viewability, longer in-view time than commercials and huge interaction rates, all adding up to a powerful opportunity for brand marketers. We are excited to partner with Gannett to help raise the bar for premium and to innovate around launching new units."
Some topline success metrics from Gannett's Gravity ad unit include:
- 57 seconds was the average consumer in-view time (compared to an industry benchmark of 20 seconds)
- 83% in-view rate (industry benchmark in-view rate is 48%)
- 63% interaction rate (benchmark is 2.7%)
- 88% attention quality (benchmark is 27.8%)
- 847 out of a possible 850 Moat score
*Benchmark Source: Moat Q2 2014 Benchmarks
"When we dreamed up the Gravity unit, our goal was to deliver the best possible advertiser and user experience in one package. The early performance numbers are in, and they are mind-blowing. Users love the format, and we're delivering unheard-of results to our clients. We are thrilled to partner with Moat to further our efforts," said David Payne, Chief Digital Officer for Gannett.
Moat is quickly becoming the premiere platform for understanding attention in advertising and beyond. Moat Analytics is now being used by thousands of the world's top publishers and advertisers.
Moat is a New York-based SaaS analytics company bringing intelligent insight to brand advertisers, agencies, and premium publishers. Offerings include Moat Analytics, an attention measurement platform that provides in-depth analytics, viewability, and performance insights for publishers and advertisers to maximize the value of any ad campaign, and Moat Pro, an ad intelligence platform that allows marketers and publishers across industries to monitor and incorporate real-time trends and activity into their own media and creative decision-making. In June 2014, Moat became the first company to be accredited by the Media Rating Council (MRC) to measure viewable ad impressions in both online display and video. The company's founders, Jonah Goodhart, Noah Goodhart and Michael Walrath, previously launched Right Media, which was acquired by Yahoo! in 2007. For more, visit http://www.moat.com.
Gannett Co., Inc. (NYSE: GCI) is an international media and marketing solutions company that informs and engages more than 110 million people every month through its powerful network of broadcast, digital, mobile and publishing properties. Our portfolio of trusted brands offers marketers unmatched local-to-national reach and customizable, innovative marketing solutions across any platform. Gannett is committed to connecting people – and the companies who want to reach them – with their interests and communities. For more information, visit www.gannett.com.
SOURCE Moat, Inc.