New integration bridges VideoAmp’s VALID™ identity graph with Captify’s Search Intelligence and proprietary semantic technology to deliver breakthrough, intent-based insights into ad effectiveness
VideoAmp, a leading media measurement company transforming advertising, and Captify, the leading provider of real-time audiences and insights fueled by Search Intelligence, announced a new solution to provide scalable, identity-based search lift measurement linking household-level ad viewership with real-world search behavior.
The launch marks VideoAmp’s first integration with a search outcomes provider, adding to the existing integrations VideoAmp has with providers of Outcomes data for Auto, CPG, Healthcare, Retail and many other vertical markets.
This integration delivers a privacy-compliant, 100% deterministic solution by combining VideoAmp’s VALID™, its proprietary big data and technology engine, with Captify’s search intelligence. Now, advertisers have unprecedented visibility into real-world outcomes in-flight, opening the door for campaign optimization and smarter investment decisions.
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Captify’s semantic technology brings a unique contextual understanding to user behavior that other search-based measurement solutions cannot. Unlike platforms that rely on surface-level keyword recognition, Captify’s proprietary engine uses machine learning and natural language processing to understand the context behind every search. For instance, if someone searches for “Malibu,” Captify’s engine can determine whether they’re researching a vacation to California or looking to buy a Chevrolet. Tying these search results directly to VideoAmp’s VALID™ identity graph delivers a high level of measurement efficacy showing an ad’s effectiveness at driving user interest.
While other search outcome solutions lack the ability to tie search results directly to ad viewership at scale, the solution provides true 1:1 linking of ad exposure to the subsequent search behavior it generates. This unprecedented connection allows advertisers to see exactly how media drives action, rather than relying on proxy or modeled data. Furthermore, Captify’s search intelligence – applied directly to VideoAmp’s cross-platform linear and digital viewership data – unlocks a level of efficacy and insight previously unavailable in the market.
Additionally, traditional brand lift studies rely on small, recall-based panels that measure passive recognition. This new solution measures something far more meaningful: active intent.
“On-site search captures genuine interest and intent. In today’s digital-first world, search is often the first step on the path to purchase. Studies have consistently shown that search lift has a stronger correlation with actual sales than brand lift metrics. When people search for your brand, they’re actively entering your marketing funnel. They’re demonstrating intent, and identifying intent is what drives business results,” said Emily Kistner, Sr Director, TV Strategy at Captify. “Our integration with VideoAmp enables marketers to track these powerful signals with unmatched accuracy and speed.”
“We’re excited to work with Captify to redefine what’s possible in advertising measurement,” said Randy Laughlin, Senior Vice President, Business Development at VideoAmp. “By directly linking ad exposure to real-world search behavior, we can now show how campaigns generate interest and intent, far earlier and more accurately than traditional brand lift or conversion metrics.
SOURCE: Businesswire