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Vindico Finds Viewability Rates Consistent, Digital Video Ad Length Decreases

2014 Annual Report Identifies Key Trends in Digital Video around Viewability, Completion Rate, Engagement and Cross-Device Format

NEW YORK, April 13, 2015 — (PRNewswire) —  Today, Vindico®, a Viant company and the leading digital video advertising platform, unveiled the results of its 2014 Annual Report that evaluates significant metrics and trends in the digital video advertising ecosystem. Data indicates that the industry is still adapting to the concept of viewability – what the Media Rating Council defines as the "opportunity to see" – which remains at less than 50 percent.  The report also suggests that more videos ads are being created for the web, as opposed to re-purposed TV ads, signaled by the fact that the number of 15 second ads increased significantly in 2014 compared to 2013.

"Digital video is uniquely effective at conveying brand messaging and stories but to best fulfill that promise, brands and marketers must ensure that they're considering both placement quality and context," said Jon Schulz, CMO of Viant, Vindico's parent company. "This year's data reinforces the fact that consumer engagement fluctuates depending on device type, ad length and industry vertical. The nuances of the digital age mean that marketers have significantly more factors to consider to ensure that their ads are successful."

All data was sourced from Vindico's digital video advertising platform, which includes the Adtricity® verification and viewability rating solution. Key findings include:

Vindico's full 2014 annual report can be found here.

About Vindico®
As a trusted technology partner to the world's largest advertisers since 2006, Vindico is the industry's leading, full-service ad serving and verification platform, and the first to receive MRC accreditation for video ad serving. Vindico's people-based ad serving approach enables advanced reporting, quality ratings and analytics, allowing advertisers to make the best and most confident decisions to maximize their return on ad spend. Through proprietary technologies such as Adtricity, Vindico builds a safe and trusted market for media investment and industry growth. Vindico is a Viant company. Visit www.vindico.com for more information.

About Viant
Viant is the premier technology company providing marketers the entire digital advertising ecosystem in the cloud. Through its proprietary Advertising CloudTM platform, Viant allows brands to plan, execute, verify and measure their digital investments. Founded in 1999, Viant owns and operates several leading digital ad technology and media companies including Vindico, Specific Media, Myspace and Xumo.  For more information, please visit www.viantinc.com.

Media Contact:
Amy Thompson
FleishmanHillard for Vindico
Email Contact
617.692.0508    

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SOURCE Vindico

Contact:
Vindico
Web: http://www.vindico.com