VideoAmp Launches TV Viewership Audiences to Drive Advertising Impact, Performance, and Efficiency
Matches Commingled TV Viewership Data with Privacy-Compliant Digital Identities for Superior Audience Targeting; Delivers Advanced Reach/Frequency Management to Maximizes Campaign Impact Across Linear TV and Digital While Minimizing Over-Exposure
VideoAmp announced the debut of its Custom TV Viewership Audiences. These advanced TV segments map ACR-based TV and set-top box viewership data directly to privacy-compliant digital identity through a deterministic match and support the integration of first- and third-party data. They empower advertisers and their agencies to plan, activate and measure People-Powered TV cross-channel campaigns.
Commingled ACR and set top box TV viewership data creates scale and provides advertisers with a more robust and complete model of US television viewership, including household-level ad exposure. VideoAmp’s unrivaled data science team has developed advanced skew correction and modeling methodologies to correct demographic biases and model to a national ‘universe.’
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A key use case for Custom TV Viewership Audiences is to help advertisers more effectively manage reach and frequency of their campaigns across linear TV and digital media. Once a linear TV campaign attains 70 percent of national reach, each incremental reach point using TV alone can cost millions. Index-based TV, combined with digital, is a lower cost option for adding incremental reach points to a campaign.
VideoAmp’s Custom TV Viewership Audiences ensure that TV exposure data is continually updating digital targeting, ensuring the campaign is building incremental reach while controlling over-exposure. They were created as a natural extension of the Advanced TV Planning platform that VideoAmp delivered last April in time for the Upfronts. Already, $10 billion in media investment has been planned via the innovative planning platform.
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“We’re helping advertisers shift from age/gender planning and measurement currencies to advanced audiences that are better proxies of sales lift and other desired business outcomes,” said Nick Chakalos, SVP & GM, Data & Emerging Products, VideoAmp. ”As demand for actionable, high-quality audience segments continues to grow across platforms, such as agency trading desks, DSPs, DMPs and exchanges, they will also generate additional revenue for participating technology platforms and data providers.
Support for First and Third Party Data for Truly Advanced TV Audiences
VideoAmp’s TV Viewership Audiences are a powerful new way to apply first- and third-party digital data at scale across linear TV Upfront research and planning workflows, as well as scatter TV and cross-screen video buys — for a holistic People-Powered TV strategy. They leverage VideoAmp’s growing set-top box data assets and unique partnership with Vizio’s Inscape.