TidalTV Emerges as First Online Video Ad Platform to Offer Real-Time Brand Optimization and Reporting

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Teaming with KN-Dimestore Media, Video Advertising Platform Launches BrandScore Offering to Achieve Performance-Based Brand Advertising and Boost Advertiser Success

TidalTV announced today that it has launched BrandScore, a real-time brand impact measurement, optimization and reporting tool for online video advertisers. With this new offering, TidalTV will address some of the key challenges facing brand marketers within the rapidly-emerging online video space, including the high costs, long lead times and difficulty in acting on results.

TidalTV is leveraging the unique capabilities of Knowledge Networks’ (KN) Dimestore Media, a digital advertising research and analytics company, to deploy simple and highly effective surveys within overlay ad units. This approach garners high user participation due to its non-intrusive format. The surveys will focus on key brand metrics – including brand awareness, message favorability and purchase intent.

“My philosophy has always been ‘if you can measure it, you can optimize against it,’” said Scott Ferber, Chairman & CEO of TidalTV. “Mathematical ad optimization has traditionally been reserved for direct response marketers. Online video has propelled internet advertising beyond simple-to-measure response metrics. Thanks to the combination of the Dimestore technology with TidalTV’s real time optimization capabilities, brand marketers can finally optimize against key branding metrics in real-time while a campaign is still in flight. Furthermore, branding measurement will be built into campaign reporting just like click-through rates are.”

The studies are comprehensively incorporated into video advertising campaign buys, and all statistics, reporting and insights are integrated into TidalTV’s standard campaign reports. The data gained from BrandScore is automatically used by TidalTV’s ad decisioning technology to optimize and maximize performance against advertisers’ branding objectives.

Several major media agencies, including MediaCom, have enlisted name brand clients to use the new measurement tool for TidalTV online video campaigns.

“BrandScore is an enormous differentiator for TidalTV,” said Benjamin Theriault, Director of Dimestore Media. “We’re excited to see our platform enabling an offering that may be just the support that brand advertisers need to integrate online video into their media strategies. The result should be campaigns optimized to achieve the customized, brand-centric results advertisers are aiming for, as well as a greater sense of the value and role of online advertising in the media mix.”

About TidalTV:
TidalTV is a video advertising optimization and yield management solutions provider. Its AdOSTM technology leverages the power of data and mathematics to guarantee delivery of a brand’s message against a target demographic, and enables content creators and publishers to completely monetize audiences across demographic segments. Currently, TidalTV has deployed its technology for online video and is working to expand its reach to all video delivery platforms. Chairman & CEO Scott Ferber pioneered pay-for-performance internet marketing through superior analytics with Advertising.com, an online advertising network he co-founded in 1998. With TidalTV, Ferber is applying complex optimization mathematics to the management and delivery of video advertising campaigns, and enabling superior advertiser returns, campaign efficiency and publisher yield. For more information visit: http://www.tidaltv.com

About Knowledge Networks-Dimestore Media:
Knowledge Networks specializes in solving complex, high-impact problems, providing extraordinary quality and service to leaders in business, government and academia. We work closely with clients to create healthy consumer-brand connections, effective marketing and advertising, sound public policies, and accurate social science research. Through its acquisition of DimeStore, Knowledge Networks now offers a unique platform for measuring the effectiveness of digital ad campaigns in the same footprint where online ads appear; our on-demand results give you clear and quick quantification of effectiveness, allowing you to adjust your online campaign while it is still in flight.

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Ashley Stewart
Powell Communications
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