NEW YORK, May 21, 2013 /PRNewswire/ -- Media Storm LLC, the strategic media and marketing agency for some of the most well known entertainment and digital properties, today announced a partnership with Videology - a digital advertising platform and solutions provider - to offer its clients holistic television and video planning strategies across screens. This announcement comes in conjunction with the 2013 television upfronts, which is expected to be a pivotal year in terms of cross-screen planning with the introduction of digital ratings by Nielsen, marking the first year a common measurement currency is available across devices.
"Online and mobile viewing are not going to replace viewing on television screens any time soon, but these mediums are becoming another ubiquitous option for consumers to view their favorite programming," said Andrea Redniss, chief activation officer at Media Storm. "These digital and mobile efforts must be incorporated into our planning tools to the same degree that it's now incorporated into consumers' lives, and this partnership with Videology is helping to make this possible for our clients, particularly at this important television buying period."
Media Storm will utilize Videology's TV AmplifierSM tool, which allows media planners to supplement an advertiser's television advertising strategy with targeted digital video campaigns. For the first time, Media Storm will also use TV Amplifier for mobile video extensions - a new capability recently added by Videology and driven by interest from media agencies and their clients.
"It's critical that we give television planners tools to keep pace with the way consumers are using media, and in terms of video viewing, there is no bigger growth area than mobile," said Scott Ferber, chairman and CEO of Videology. "We know that nearly half of viewers who start watching a video on one device finish watching on another. That's a crazy statistic that makes traditional video planning difficult, if not impossible, to navigate in an efficient way that maximizes marketing results."
Videology's TV Amplifier enables advertisers to seamlessly access and utilize Nielsen's online audience segments/TV viewing data through its ad-decisioning platform. This allows television advertisers to proactively manage reach, frequency, efficiency and effectiveness across TV, online and mobile ad placements. Depending on campaign objectives, Videology's product offers television advertisers several different benefits and uses, including:
- Ability to create custom segments based on specific television programs or television ads viewed, enabling marketers to target similar viewers across devices
- Option to extend a television campaign with supplementary, interactive components
- Capacity to augment the frequency of a television buy - or build awareness among light or hard-to-reach television viewers - with incremental cost increases using digital video
- Ability to determine cross-device duplicated and unduplicated reach with greater accuracy
Why is the addition of mobile video capabilities so important? According to eMarketer, mobile video viewing is expected to rise 21% YOY, totaling 71 million Americans, 22% of the population and 51% of smartphone users.
About Media Storm
Media Storm is the strategic media and marketing agency for some of the most well known digital, entertainment and retail brands. Since 2001, Media Storm has been challenging the creative agency model by redefining "media" and the process by which it is activated for clients. With offices in New York City, Los Angeles and Norwalk, Connecticut, Media Storm uses its expertise in creating awareness and driving traffic to create experiences for its clients' brands that become part of the cultural vernacular. By doing so, they extend, leverage and unlock their partners' full potential and value. Clients include FOX, FX, Food Network, Open Road, Loehmann's, CT Tourism and UFC. For more information, please visit www.mediastorm.biz.
Videology (videologygroup.com) is a screen-agnostic video advertising technology that works across all video screens to connect brands with consumers. Videology achieves this through mathematically-driven data analyses that allow it to target precise consumer segments - at scale - by demographics, psychographics, and behavioral segments. This precise targeting permits advertisers to extract increased value from every media impression, and allows content partners to monetize their audience more effectively.
Videology, Inc., is a privately-held, venture-backed company, whose investors include NEA, Valhalla Partners and Comcast Ventures. The company is headquartered in Baltimore, MD, with key offices in New York, Austin and London, and sales teams across North America.
For more information, contact Michele Skettino, Michele@videologygroup.com.
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SOURCE Videology; Media Storm