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Brian Fitzgerald of Evolve Media on Viewability

Ad Week recently interviewed Evolve Media President Brian Fitzgerald about his company’s development of INGage, a product that addresses brands’ concerns about viewability in the wake of the Media Ratings Council’s recent lift of its ban on video metrics.

Brian Fitzgerald, via Ad Week
Brian Fitzgerald, via Ad Week

Ad Week recently interviewed Evolve Media President Brian Fitzgerald about his company’s development of INGage, a product that addresses brands’ concerns about viewability in the wake of the Media Ratings Council’s recent lift of its ban on video metrics.

Here are some excerpts, as told to Christopher Heine:

On guarantees for brands about actual views: “Yes, but not necessarily based on third-party audits because every accredited vendor uses a different methodology to measure an impression and determine if it is in view. We are working with the major vendors to optimize their code to more accurately track views.”

On pricing: “This is premium. We have created a new cost-per-engagement pricing model for this product. We only charge when at least 7.5 seconds of a video have been viewed.”

On accountability: “It is critical that publishers get out of a pure impression-based economy and offer brands accountable media. It affords publishers the opportunity to up charge the [cost-per-thousand-impressions rate] or change the pricing model all together, as we have. We did it recently when we began offering social/native video on a cost-per-view basis.”

To read more about Brian Fitzgerald of Evolve Media discussing viewability, visit Ad Week.

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By Amanda MacArthur

Research Director & Managing Editor

Amanda is responsible for all the articles you read on the Mequoda Daily portal and every email newsletter delivered to your inbox from us. She is also our in-house social media expert and would love to chat with you over on @Mequoda. She has worked with Mequoda for almost a decade, helping to evolve the Mequoda Method through research, testing and developing new best practices in digital publishing, editorial strategy, email marketing and audience development. Amanda is a co-author of our four digital publishing handbooks.

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