SpotX Brings Measurement, Attribution Suite To CTV Ad Inventory
SpotX, a global video advertising platform, has expanded its Measurement and Attribution Suite. The offering provides advertisers the ability to accurately attribute ad spend across video channels including connected TV (CTV) and is the most robust in-market for video.
“By uncovering valuable audience reach metrics like brand lift, incremental reach and frequency, and outcome-based measurement, advertisers can more accurately pinpoint the value across all video channels,” SpotX says.
SpotX can provide a 360-degree view of campaign KPIs, it says. SpotX has relationships with 11 measurement and analytics companies including Comscore, Kantar, Nielsen, STAQ and Tru Optik. Kantar and Comscore also act as brand lift partners, allowing advertisers to gauge how viewers feel about a brand, measure brand recognition, and test creative assets. Outcome-based measurement partners, such as Comscore enable advertisers to link CTV exposure to digital actions, such as online purchases or website traffic.
Additionally, through attribution relationships with NCSolutions (NCS), NinthDecimal, Placed powered by Foursquare and PlaceIQ, brands can accurately measure foot traffic to brick and mortar locations and in-store purchases from digital video ads.
“Through our preferred partnership with SpotX, our mutual clients have been able to use NinthDecimal’s Location Conversion Index for footfall attribution to clearly measure and understand the value and power of their digital video ad campaigns,” said Patrick Doyle, VP, partner revenue at NinthDecimal.
SpotX also offers capabilities through Nielsen Digital Ad Ratings (DAR) for CTV, including next-day view of audience demographics and ad delivery for mobile web, mobile app, desktop, and connected devices. Nielsen’s metrics help brands understand the incremental reach of a campaign’s ad on connected TV and linear TV.
SpotX’s partnership with Tru Optik allows advertisers to leverage mid and post-campaign reporting to identify if ads are reaching behavior and interest-based targets.
“Brands and media buyers have known the value of CTV inventory, however, there hasn’t been a concrete way of showing how these ads drive actions or purchases,” says Kristen Williams, VP, strategic partnerships at SpotX. “By collaborating with the most respected measurement and attribution companies in the industry, we can help brands provide meaningful experiences for consumers, as well as effectively measure and accurately attribute how video ad spend across OTT channels leads to tangible online and in-store conversions.”
MBuy, a media planning and buying applied-technology service company, is one of several advertising agencies opting in to SpotX’s offering. MBuy provides advertisers with media buying and planning services that reach and engage audiences within specific channels.
Michael Parent, SVP, strategy, media and operations at MBuy, says: “Evaluating metrics like brand lift performance and cross-screen measurement validation are just a few of the many key insights important to our clients,” said “The comprehensive studies provided by SpotX allow us to deliver valuable resources to help our clients make smarter ad decisions.”