Dive Brief:
- Mediabong—a Paris-based video ad startup—just received a $5 million series B funding round due largely to its impressive client results.
- For U.S. cosmetics brand L'Oréal, Mediabong was able to produce a 90% "video-through rate"—a measurement calculated by the number of pre-roll video ad impressions served divided by the promos viewed in 100% of the video player for half the spot.
- Mediabong, which also garnered L'Oréal a 12% click-through rate, said its secret is the fact that video ads play above the browser screen and travel with viewers as they scroll.
Dive Insight:
Mediabong's results are so far above industry norms that some are questioning whether the startup is measuring viewability differently. The firm, however, reportedly calculates its stats based on the Media Ratings Council's video viewability standards of two seconds while the player is at least half in view.
The advantage seems to be that the Mediabong's ads never go out of view, so each play can count. The startup's viewability rates stand out, but its click-through rate is especially impressive.
