Sublime Skinz, the leading solution for high-impact non-intrusive digital advertising, today announced a partnership with Integral Ad Science (IAS), the measurement and analytics company that empowers the advertising industry, to improve the measurement of its skin-based ad formats, meeting industry demand for improved brand exposure metrics and consistent viewability metrics.

The partnership helped to demonstrate that 93.3% of Sublime Skinz’ desktop ad units achieve the MRC standard* for viewability, outperforming the viewability of other alternative display formats by up to 51%. On average, according to the latest industry benchmarks from IAS, UK ad formats achieve 48% viewability, with certain formats seeing slightly higher rates including Billboard (61.8%) and Skyscraper (58.6%).

Sublime Skinz also saw significant performance improvements, with their display formats being in view for an extended duration – 67.1% of the Sublime Skinz’ desktop ad formats were viewable for 15 seconds or more. This is considerably higher when compared to other standard ad formats, which see viewability rates decrease at this extended duration, including Leaderboard (12.9%), Billboard (16.4%), and Skyscraper (22.8%).

The partnership comes at a time of rapid business growth for Sublime Skinz, encompassing the launch of multiple ad formats and several new publisher partnerships all of which enable the company to accurately demonstrate the high levels of viewability offered across its ad portfolio.

Andrew Buckman, Managing Director EMEA at Sublime Skinz, commented: “We can now supply clear, impressive viewability metrics to our advertising and publishing partners, and optimise the performance of our ad formats. Typically, it has been difficult to measure non-standard ad units and prove that they are highly viewable, even though they have demonstrable levels of engagement and brand recall. Through our partnership with IAS, we can prove that our range of ad formats boast high viewability rates, giving our partners confidence that campaign performance is measured efficiently.”

Nick Morley, Managing Director EMEA at Integral Ad Science, said: “Our partnership with Sublime Skinz supports the continued industry momentum to provide transparent viewability metrics and reduce data reporting discrepancies. At IAS, we work to verify that every impression has the opportunity to be effective, and to provide our partners with accurate, actionable information. This enables publishers to maximise ad revenue and allows advertisers to optimise ad campaign performance.”

*MRC Standard for viewability for large formats – 30% of pixels in view for one second