VideoAmp, a leading tech-first media measurement company transforming advertising, announced its plans to deliver on advanced outcome measurement capabilities for advertisers and publishers across a range of verticals, including CPG, credit card, auto and pharmaceutical. The Company will now integrate data from outcome providers across these categories directly into its proprietary data and tech engine VALID, to deliver faster, more accurate and holistic representation of conversions following ad exposure on linear TV, streaming and digital channels.
A core component of VALID™, the VideoAmp Commingled ID Graph brings together online and offline identifiers from multiple sources into a single graph that acts as the connective tissue between impressions, audiences and outcomes, delivering an average 70% increase in measurement match rates vs single provider ID solutions. Supercharged by multiple datasets, VideoAmp’s proprietary ID Graph helps advertisers and publishers reduce waste by reaching and measuring their intended audiences across platforms, helping them drive more sales and create a more favorable consumer experience.
“These new capabilities unlock scaled outcome measurement for our clients, across verticals,” said Josh Hudgins, Chief Product Officer, VideoAmp. “Through these integrations, VideoAmp is laying the groundwork for standardized outcome reporting across industries, and affording our clients the ability to maximize the value of their media.”
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Affinity Solutions, Circana, Polk Automotive Solutions from S&P Global Mobility, PlaceIQ and PurpleLab are just a few outcome providers integrating into VALID™. With these integrations, advertisers can more accurately assess conversions based on how they buy (via network, daypart, program and tactic) and identify high-value audiences to inform in-flight or future campaign optimizations. For publishers, these integrations unlock attribution insights with both speed and scale to tie their premium ad inventory to actual business outcomes for their advertisers.
Leveraging the power of these enhanced capabilities, earlier this year, a major CPG brand guaranteed data-driven linear campaigns on advanced audiences across multiple networks on VideoAmp Advanced Currency. Leveraging loyalty card data from provider Circana, this campaign showed an +86% conversation rate compared to demo campaigns on the same networks.
“Circana is delighted to partner with VideoAmp to enable advertisers and their agencies to demonstrate performance outcomes,” says Amy Marentic, president of Global Solutions at Circana. “Advertisers can noticeably improve ROAS by leveraging Circana’s 100% deterministic data in the planning process and by optimizing their media buy toward those programs, dayparts, etc. that most resonate with their customers.”
Similarly, a leading pharmaceutical brand recently utilized VideoAmp Advanced Currency to guarantee data-driven linear campaigns on advanced audiences across two networks. Leveraging health claims data from provider PurpleLab, the campaign resulted in a +50% conversion rate compared to demo campaigns on the same networks.
“We are in a new era of TV advertising, one where there is ample opportunity for brands to better measure — and therefore better understand — the value and outcomes of their investments,” said Ted Sweetser, VP of Advertising Partnerships & Strategy, PurpleLab. “PurpleLab is proud to partner with VideoAmp to help deliver on this promise. The job of the CMO will get a little easier today, as VideoAmp brings a real understanding of ROI to television, a space where half the dollars have gone with a fraction of the measurability.”
SOURCE: BusinessWire