Videology Launches TV Amplifier
New Product Linking Television Behavior to Online Viewing Patterns
- Proprietary Tool Utilizes Nielsen’s Cross-Platform Measurement Data
- Answers Demand As 78% of Buyers Say Digital Video Now Supplemental to TV Strategy
New York, August 9, 2012— Videology—a digital video advertising platform and solutions provider—announced today the launch of a new TV Amplifier℠ tool that will allow media planners to supplement an advertiser’s television strategy with targeted digital video campaigns using a common set metrics. This announcement follows Nielsen’s recent release of their online audience segments/TV viewing data, and allows advertisers to seamlessly access and utilize this data through Videology’s ad-decisioning platform.
TV Amplifier℠ allows television advertisers to proactively manage reach, frequency, efficiency and effectiveness across TV and online video ad placements. Depending on campaign objectives, Videology’s product offers television advertisers several different benefits and uses:
- The ability to create custom segments based on specific television programs or television ads viewed, enabling marketers to target similar viewers across devices
- The option to extend a television campaign with supplementary, interactive Components
- The 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
- The ability to determine cross-device duplicated and unduplicated reach with greater accuracy
“The power of extending media planning seamlessly across television and online video is an extremely important step in the evolution of the video industry,” said Scott Ferber, Chairman and CEO, Videology. “Whether this data is used to increase the impact of an existing television campaign, or to extend reach by targeting light television users who might not otherwise be exposed to a campaign, the end result is the same— breaking down the silos between consumers’ viewing experiences.”
“Consumers no longer think about programming in terms of tablet viewing, or PC viewing, or television viewing. It’s simply a matter of 'the best screen available',” said Andrew Feigenson, Senior Vice President, Ad Platforms & Networks, Nielsen. “We are pleased to work with Videology to help advertisers plan media in the same way that viewers consume it, and as such, facilitate the use of digital video.”
The industry’s response to the product is positive and in line with their increased desire to have a consolidated approach to planning and buying online video in conjunction with TV. In a July survey by Videology, 78% of agency buyers and digital planners said that digital video was supplemental to their television strategies, as opposed to 11% who saw video and television strategies as totally separate. (Another 11% said video was replacing their television strategy.) This underscores the need for cross-platform targeting and measurement between viewing experiences, regardless of device.
“There is tremendous demand in the marketplace for this type of cross-platform planning tool. That’s why you’re seeing so many similar products entering the market,” said Aleck Schleider, Vice President, Data and Analytics, Videology. “We believe that building our product around Nielsen—the market leader in television measurement—affords television planners and buyers the easiest and most logical transition in understanding and fully utilizing this new capability.”
Supporting this demand, Videology reports that coinciding with the official launch of the product it already has several TV Amplifier campaigns pending with major advertisers.
“Data that allows advertisers to focus on the consumer, rather than on the device, will lead to a more holistic assessment of campaign results and ultimately, to a truer assessment of ROI,” Ferber added. “Advertisers get this. We get this. And that’s why we’re focusing our efforts on making this a reality across the board.”
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.