Videology’s “Impact Suite” offers tools to track lift across entire marketing funnel
Toronto, January 23, 2017— Videology—a leading software provider for converged TV and video advertising—today introduced its Impact Suite – a collection of video ad measurement studies designed to provide actionable advertising insights and measurement— to the Canadian market.
Videology launched the Impact Suite to help Canadian advertisers measure the true brand results, beyond media metrics, driven by their digital video campaigns, including the fast-growing channel of OTT/Connected TV.
“There is a growing desire to measure campaign performance against business outcomes. Video convergence and the ability to bring more data across all screens, including the TV screen, is driving this trend.” said Aleck Schleider, SVP, Client and Data Strategy, Videology. “Where there is data, there is the expectation of more precise measurement. That’s what our Impact Suite is all about. We allow marketers to quantify the impact of their video advertising on real results, whether their objective is a lift in awareness, or an increase in conversions, or something in between.”
Videology’s Impact Suite includes Brand Impact and Action Impact studies, each focused on results across the upper and lower marketing funnel, respectively.
Brand Impact: These measurement tools provide real-time, upper-funnel brand metrics to determine the the impact of digital video campaigns on different measures of brand health, including message recall, awareness, consideration, purchase intent and brand favorability. Brand Impact studies are available for desktop video, mobile video, and most recently, OTT/Connected TV.
- Action Impact: These proprietary tools track lower-funnel brand metrics to measure and compare online behaviors—including site visitations, on-site searches or sales conversion—of viewers exposed to a video campaign relative to a control group of unexposed consumers.
For desktop campaigns, these online actions are determined via a Videology pixel placed on the advertiser’s website. For campaigns run on mobile or CTV, Videology can link devices to determine if online actions were performed after exposure to a given advertisement.
“We are particularly pleased to offer Impact tools for connected TV, as advertisers are eager to test and measure this growing channel,” added Schleider. “We hope this helps to kickstart this potentially gamechanging new viewing platform.”
All of the studies in the Videology Impact Suite are immediately available. Advertisers and agencies in Canada can contact Canada@videologygroup.com for further details and campaign requirements.
Videology (videologygroup.com) is a leading software provider for converged TV and video advertising. By simplifying big data, we empower marketers and media companies to make smarter advertising decisions to fully harness the value of their audience across screens. Our math and science-based technology enables our customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape.
Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in New York, NY, with key offices in Baltimore, Austin, Toronto, London, Paris, Madrid, Singapore, Sydney, Tokyo and sales teams across North America.