Attribution of Content-Targeted YouTube Campaigns to In-Store Visits Showcases Down-Funnel Metrics of Video Advertising
Giant Media, the leading provider of contextually relevant video advertising services and technology, announced a strategic partnership with Freckle Ltd., a leader in privacy-compliant data and offline media measurement. Together, the two companies will enable advertisers to track performance of campaigns built with VuePlanner®, Giant Media’s proprietary technology that identifies the most contextually relevant and brand suitable YouTube content in real time, to physical store visits.
“Advertisers don’t have to wait for the end of a campaign to see what’s working”
Giant Media has been a trusted provider of video advertising services for brands and agencies since 2009. With VuePlanner®, clients have been able to leverage the intent-based nature of the YouTube platform through access to technology that enables contextual advertising down to the URL level – driving significant increases in qualified actions from consumers. In working with Freckle, the company is able to provide clients with real-time data that matches ad exposure to offline store visits.
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“As leaders in the video advertising space, we know that contextually relevant video campaigns drive mid-to-lower funnel metrics, in addition to brand awareness,” explains John Cobb, CEO of Giant Media. “With Freckle, we’re able to show our clients the effectiveness of VuePlanner® in driving customers into physical locations–enabling them to gather actionable insights and make smarter optimization decisions throughout the campaign life cycle.”
Because Freckle does not sell media, Fortune 500 brands trust the independent offline attribution analysis to evaluate media across all channels. “Advertisers don’t have to wait for the end of a campaign to see what’s working,” said Neil Sweeney, founder and CEO of Freckle. “We expedite the process of putting learning into action with unbiased measurement of every channel, returned in 24-48 hours.”
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With back-to-school shopping season ramping over the next month, Giant Media and Freckle are confident their full-funnel campaign execution will drive revenue for video advertisers looking to take their share of a projected $80B in revenue before September ends.
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