VideoAmp has announced the expansion of its cross-platform planning solution, VXP™, with the inclusion of first-party data integrations with SiriusXM Media and National CineMedia (NCM). This expansion of the cross-platform planning solution will enable advertisers to access a wider and deeper media ecosystem.
It’s the first instance that SiriusXM Media and NCM have been combined to offer a cross-platform media planning solution. Thanks to this initiative, advertisers will have the ability to plan campaigns across various media types such as streaming, connected TV (CTV), digital video, audio, and cinema. The growth of the VXP platform is quite significant, considering the comprehensive media ecosystem that VideoAmp already has access to, which covers big media players such as AMC Networks Disney FOX, Paramount, and Snap, through its proprietary clean room technology.
“Every new first-party integration makes VXP™ more powerful and more representative of how audiences actually consume media. With SiriusXM Media bringing digital audio and NCM bringing cinema, we’ve closed two of the biggest remaining gaps in cross-platform planning. For advertisers heading into the Upfront, that means a level of coverage and precision that wasn’t possible before,” said Bryan Goski, Chief Revenue Officer at VideoAmp.
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The addition of SiriusXM Media as VideoAmp’s first dedicated audio partner reflects the growing importance of digital audio in modern marketing strategies. Through this integration, advertisers gain the ability to incorporate audio into cross-channel planning alongside video and CTV, while also measuring its incremental reach. SiriusXM Media provides access to a vast audience of approximately 170 million monthly listeners across its platforms, including SiriusXM, Pandora, and a wide network of streaming and podcast channels.
“At SiriusXM Media, our goal is to get audio on every marketer’s plan, and this integration with VideoAmp is a major step toward making that a reality,” said Lizzie Collins, SVP, Head of B2B Marketing and Ad Innovation at SiriusXM Media. “Audio is a highly engaged, yet underspent, channel. By contributing first-party data and incremental insights into VXP™, this will enable clients to plan for audio alongside video and CTV, see its true incremental reach, and diversify their media mix. We’re thrilled that VideoAmp recognizes the power of digital audio and is helping us bring the medium into the cross-platform conversation in a way the industry has long needed.”
In parallel, National CineMedia’s inclusion brings cinema into the cross-platform planning equation for the first time within VXP™. Leveraging NCMx™, its proprietary dataset built on verified theater attendance and real-world behavior, advertisers can now incorporate cinema into premium video strategies alongside linear TV, CTV, and digital video. This dataset spans approximately 17,000 screens across 1,300 theaters in 184 markets, including all top 50 U.S. markets, offering a deterministic and highly scalable view of moviegoing audiences.
“Cinema remains a way to reach highly engaged audiences, and NCMx makes it measurable and actionable for advertisers. The NCM integration with VideoAmp is a natural fit, providing agencies with deterministic moviegoer data as a core input in premium video planning, not a separate line item,” said Manu Singh, Chief Data & Innovation Officer at NCM.
As part of this partnership, NCM will also leverage VideoAmp’s VXM™ Ads Measurement solution for campaign-level performance measurement. This will enable a more complete connection between cross-media planning and measurement-based outcomes, allowing for further visibility into the value of cinema as part of a broader campaign strategy.
VXP utilizes VideoAmps patented clean room technology and offers a cross-screen planning solution that is more audience-centric. Through the combination of quality data from various media sources, VideoAmp helps to create a comprehensive audience map across linear TV streaming CTV, digital audio, and cinema. This gives media planners the ability to create more precise media plans based on data and to implement media strategies that are more aligned with the actual consumer behavior.
With these partnerships, VideoAmps status as a pioneer in media planning and measurement across platforms is even more enhanced, enabling brands and agencies to efficiently deal with the highly fragmented and multi-channel advertising environment.