Omnicom Media Group extends partnership with Moat to MENA

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In order to work with the highest levels of measurability for its clients’ digital activities and enhance marketing performance, Omnicom Media Group (OMG), the media services division of Omnicom Group Inc (NYSE: OMC), is extending its international partnership with digital analytics leader Moat to the Middle East.

The decision is the latest move by Omnicom Media Group MENA to provide greater transparency around where digital ads are served and into their performance. Omnicom Media Group and Moat have been collaborating since 2014, said a statement.

In a related move, Omnicom Media Group MENA has also teamed up with several key media owners in the region to improve the necessary infrastructure and processes for more robust digital measurement.

Moat became the first analytics company to be accredited by the Media Rating Council (MRC) for both desktop display and video viewability in 2014. Utilising over a hundred different attention signals in real time, Moat’s metrics are platform-agnostic and capture in-view impression measurement, exposure time, as well as interaction and Audibility and Viewability On Completion (AVOC) metrics, among others.

This level of reporting is used to optimise the effectiveness of brand advertising on a campaign, creative, domain or impression level.

“This value of extending the partnership with Moat was obvious to us from the beginning. Its benefits extend to all parties within the industry, as it allows us to better understand all the measured parameters and deliver a tangibly stronger performance,” said regional executive director-specialist companies at Omnicom Media Group MENA, Dimitri Metaxas.

“This alliance helps us move into a new era of measurement, ensuring that publishers and media partners are well-aware of our commitment towards the brands and businesses our agencies represent. This is the latest step we’ve taken to enhance our clients’ marketing and business performance further,” he added.

“The percentage of the population in the Middle East and Northern Africa that uses the internet is projected to grow by almost 20% from 2015 to 2020, according to eMarketer,” commented CEO and Co-Founder of Moat, Jonah Goodhart.

“As marketers engage this growing audience, transparency into their campaign performance is critical. We are thrilled to continue our work with Omnicom Media Group and offer their clients the same insight into viewability and attention analytics across markets. We commend their commitment to improving viewability, their clients’ performance and the industry,” Goodhart added.