In a new partnership with data company Moat, Giphy will be measuring ad delivery, viewability and invalid traffic of branded gifs. Giphy aims to attract more advertisers to its studio for branded content, says Alexis Berger, the company’s vice president of revenue:
Giphy’s platform enables brands to be at the center of cultural moments. With the Moat integration, brands now also have the added layer of confidence that the media that Giphy delivers is viewable, verifiable, and reaching real Giphy users.
Moat is an industry leader in verification, and this collaboration is a significant step forward in building out our branded content platform… to meet the growing needs of the market.
The service will measure the usage of branded gifs on mobile web, desktop, and in-app. There is one significant gap in measurement, however: gif usage in integrated messaging services, which Moat won’t be able to record.
Dan Fichter, vice president of software engineering for Oracle Data Cloud remarked:
Effective advertising campaigns inspire an emotional reaction, which is why short-form content like GIFs can be such a powerful tool for marketers. To build confidence in this new channel, marketers need to ensure that their GIPHY campaigns are being seen by real people. By working with GIPHY to measure ad delivery and invalid traffic, Moat gives advertisers the ability to measure their campaign using the same industry-leading metrics used across other major platforms and the open web.
According to Cision PR Newswire, Giphy “serves more than 7 billion GIFs per day, seen by more than 500 million daily active users who watch more than 11 million hours of GIFs every day.” We look forward to seeing how this new partnership unfolds and what marketing opportunities it brings.