On the French market, Amplifi (Dentsu Aegis Network Group’s trading entity) and Numbate (Part of Mozoo Group) partnered exclusively for 6 months to work on a “100% viewable CPM” model on mobile advertising campaigns. It means that Dentsu Aegis France will only pay for the impressions served and viewed by the targeted mobile users.
As viewability in advertising is one of the biggest topic of the digital scene, this partnership aims at making sure that Numbate’s clients pay what they really buy.
According to eMarketer, 42 billion dollars were spent on mobile advertising in 2014 (+ 122% annual growth). Given the importance of these advertising budgets, it makes sense that advertisers and agencies now require impression visibility measurement solutions that are reliable.
According to Nicolas Rieul, Mobile Strategist at Amplifi France:
“Mobile is already a good example when it comes to viewability with 81% of viewable impressions in-app against 53% on desktop (Ad Integral Science). This beneficial exclusive offer for the group’s clients is a milestone in the digital media buying evolution, especially as mobile is now the king screen.”
According to Jules Minvielle, founder of the group Mozoo:
“Ad viewability has always been at the heart of Numbate’s concerns, which is why we are proud to support Amplifi as a pioneer in this approach. This partnership will surely help the mobile market get more mature.”