VideoAmp’s marketing investment platform measures linear TV, OTT and digital media investment across TV upfronts, scatter, programmatic and non-programmatic channels in a deduplicated fashion and then recommends new plans and in-flight optimizations to maximize return on investment.
NEW YORK, and SANTA MONICA, Calif. (PRWEB) October 31, 2018
At NYC Television Week today, VideoAmp marks more than 30 Fortune 500 brands, with more than $10 billion of investment, that have optimized their investment using its self-service, enterprise software platform, which empowers brands and their agencies to optimize their entire brand marketing portfolio to meaningful business outcomes. VideoAmp’s marketing investment platform measures linear TV, OTT and digital media investment across TV upfronts, scatter, programmatic and non-programmatic channels in a deduplicated fashion and then recommends new plans and in-flight optimizations to maximize return on investment.
Building on its acquisition of IronGrid Data Services last summer, VideoAmp is working with multiple MVPDs and Smart TV manufacturers to help power its platform. As a result, it enables brands to use VideoAmp’s unique, commingled TV Viewership data plus privacy-safe identity matching to create better informed, holistic investment plans with razor-sharp, event-level allocation. The platform goes beyond traditional metrics like age/gender cohorts and supports the use of first and third party data to give brands a clear understanding of how their marketing investments are performing against tangible outcomes such as sales lift, in-store visitations, and online conversions.
“We can no longer accept billions of dollars of brand marketing investment every year transacting towards metrics like number of impressions or age/gender cohorts. The days of zero accountability are over and it's time to make the necessary changes to measure, transact and optimize these investments towards tangible business outcomes that create real corporate value,” said Ross McCray, Co-Founder & CEO, VideoAmp. “We founded VideoAmp four and a half years ago to show the world that this is possible and I am thankful to all of our clients and partners who share this milestone with us today.”
"Given the shortcomings in cross channel reach and frequency measurement options available today, we are looking to VideoAmp's new investment management and measurement platform to capture and analyze the true duplication of our audiences across TV, OTT, and digital partners," said Joseph Kotz, Associate Director, Partner, Marketing Sciences, Mindshare. "We have developed a video strategy to target heavy, medium and light TV viewers and VideoAmp's approach provides a lens into any potential digital gaps. It will help us determine if our approach is working; optimizing toward avenues that support our strategy and away from outlets that are duplicative and inefficient."
VideoAmp’s platform provides brands with a unified view of all of their campaigns’ deduplicated reach and frequency, as well as performance against campaign KPIs using first- and/or third-party data to derive business outcomes. Top brands across various vertical industries leverage VideoAmp to analyze investment results and produce optimized, event-level plans. Sample insights include:
- Cohort Performance: Finding deduplicated cohorts between linear and digital exposure and how the overlap and sequencing may affect driving a more qualified/valuable consumer
- Exclusive & Incremental Reach: Identify hard to find concentrations of audiences that are typically only exposed in certain subsections of properties to help drive effective reach and minimize oversaturation of frequency
- Sophisticated Frequency Management: Analyze the true frequency of how consumers are being exposed to your message on a deduplicated level across linear and digital properties and find out which properties are giving you high on-target and optimal frequency and which properties are giving you high off-target with too low or too high frequency exposure
- Audience Segment Creation: Leverage cross-channel insights to build near real-time audience segments that can be activated in programmatic spaces to help increase reach, performance and engagement for initiatives
VideoAmp has found common trends of how their platform has been used over the last year. “The first thing new clients will do is load in their previous year’s marketing plan, bring in 1st or 3rd party data to give them insight into sales lift or a similar desired business outcome, then find ways to learn from this and make changes in their current initiatives,” said McCray. “We have seen clients want to achieve the same level of sales lift by dropping ~10% of their marketing investment for huge cost savings and have also seen clients want to keep or grow their investment year over year and look for higher top line sales lift.”
"Our unique integration with VideoAmp’s investment management platform provides a secure bridge to privacy-conscious identity which makes it easy for anyone to onboard first and third party data into their software,” said Allison Metcalfe, General Manager of TV, LiveRamp. “LiveRamp also ensures that VideoAmp can support a wide and growing array of strategic data and technology partners as its platform continues to garner adoption by the ecosystem.”
VideoAmp’s marketing investment platform is available now. Click here to learn more and request a demo.
About VideoAmp, Inc.
We believe in challenging paradigms to maximize value. We do this by empowering companies to execute on the metrics that matter. Our software optimizes brand marketing investments to real business outcomes instead of traditional vanity metrics. VideoAmp is backed by Mediaocean, RTL Group and six other top venture capital firms. For more information, visit VideoAmp.com or follow us on Twitter, Facebook, and LinkedIn.