NEW YORK, Nov. 11, 2014 /PRNewswire/ -- Videology—one of the world's largest video advertising technology platforms—today announced an integration with LiveRamp—the leading data onboarder enabling brands to connect their customer databases into every marketing application—that will extend its cross-screen planning and buying capabilities to include television, online video and mobile video.
Consumer media usage trends clearly illustrate the importance of the cross-screen approach. While television is still dominant, capturing 41% of Americans' time spent with media, this percentage is down slightly since 2011. Conversely, mobile's share of media time escalated from 4% to 21% over that same time period. Moreover, a survey by Forrester Consulting found that 70% of advertisers and agencies believe that TV and video will be planned holistically within the next three years.
Since early 2014, through a direct integration with Nielsen and other set-top box data, Videology has offered advertisers the ability to holistically plan, execute and measure multi-screen campaigns across television and online video. With this new LiveRamp integration, Videology will now be able to extend these same cross-screen capabilities to mobile, allowing advertisers to truly reach consumers wherever they are consuming video.
"In order to enable brands to reach consumers seamlessly wherever they are viewing TV or video content, we are strong proponents of holistic, cross-screen planning. Mobile devices are undoubtedly an increasingly important part of this mix," said Scott Ferber, Chairman and CEO, Videology. "This partnership with LiveRamp now brings these cross-screen capabilities full circle—from planning, to execution, to ROI optimization."
Videology will tap LiveRamp's cross-device privacy compliant matching technology. LiveRamp matches both anonymized mobile device IDs and cookies across a household through a process that is equipped with an opt-out option to provide consumers a privacy choice. This enables privacy-safe targeting and measurement across devices. In addition to the Nielsen TV data, Videology can utilize this cross-device matching capability across all of its current data provider segments, resulting in three key benefits to brands:
- Cross-device Campaign Planning—the ability to reach the same audience segments across devices, unifying messaging and optimizing impressions against a given objective
- Increased Scale Against Target Audience—the ability to match audiences across devices using CRM or 3rd party data sources, extending the opportunities to reach more key customers with greater accuracy
- Holistic Offline Sales Measurement—the ability to tie offline sales to digital ad exposure across all devices, including Smartphones and tablets, allowing a fuller picture of the path to purchase
"We know that the majority of consumers now use multiple devices to perform a variety of functions—from viewing content, to researching products, to making online purchases. Marketers need ways to manage sequential messaging and attribution," said Auren Hoffman, CEO of LiveRamp. "We're excited to partner with Videology to bring cross-device capabilities to video, which is clearly an increasingly important channel for marketers."
Videology's TV-centric approach makes this partnership unique in the industry by allowing brands the ability to plan, forecast and measure their media and audiences across the three screens of TV, PC and mobile video. The company recently announced the launch of a dedicated Global TV Practice to help advertisers and media companies capitalize on cross-screen audience engagement. Over 50% of Videology's current revenue comes from TV buying groups.
LiveRamp connects data across more than 100 digital marketing applications. By onboarding customer data into the measurement, targeting, and personalization applications developed by our partners, we help leading brands eliminate data silos and run more efficient marketing programs. For more information, please visit http://www.LiveRamp.com.
Videology (videologygroup.com) is one of the world's largest video advertising technology platforms. 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, with key offices in Baltimore, Austin, Toronto, London, Paris, Madrid, Tokyo, Singapore, Sydney and sales teams across North America. For more information, contact Michele Skettino at [email protected] or 212-231-7853.