At OMMA Video on Tuesday, Videology’s Brian Danzis, SVP, Sales, Americas, and Aleck Schleider, SVP, Data and Analytics, uncovered how Videology’s techniques drive effectiveness in an area that brands care about most: linking online video across devices directly to offline sales.

Videology uses an always-growing list of third-party sources (scaled by 85 million cookies) to measure offline sales across three primary verticals – retail (Master Card), Auto (Polk/Korrelate) and CPG (Dunnhumby and Kantar).

“Underpinning our business is addressability,” Danzis said at OMMA Video. “It’s about connecting consumers at the individual level.”

The traditional way of doing business is about to change in the TV industry, fundamentally and forever.

US TV networks have been hit by a perfect storm: online video, greater competition and new technological challenges – not to mention the drop in ratings dominance network programming once held – have drastically changed the way things are done.

1:1 has been around for years.

Over 100 years ago in the United States, salesmen would go door-to-door selling life insurance and soap directly to individuals and families. Eventually radio and television came along, allowing advertisers to instantly reach mass audiences using more than just words or images on paper. 

For over half a century, brand advertisers were able to find their audience by putting their ad on TV at a certain time and place.  This strategy is now under siege.  In an era of convergence, media has shifted from the era of one device to many, to an age of many devices to one. How do we deal with this fragmentation of consumer attention?

Videology’s Ryan Jamboretz, International Managing Director & Chief Development Officer, tackled these issues and much more during his presentation, “Distilling the Numbers Down to the Two that Matter Most: One to One.”

This is a continuation of miptv - it's all in the genes (part 1).

One of the most valuable aspects of MIPTV for me was the extensive programme of speakers that ran throughout the four day event. An eclectic and impressive list of speakers, including ex-British Prime Minister, Gordon Brown, (speaking on behalf of Unicef) and Felix Baumgartner (Red Bull’s aerial expert who completed the highly publicised Mission to the Edge of Space) to name but a few. 

Last week, the Videology EMEA team had the enviable job of spending a sun-soaked week in the South of France attending MIPTV, the world’s marketplace for TV and digital content. Celebrating its 50th year, MIPTV is bigger and brighter than ever, bringing together participants and exhibitors from 100 countries in the world-famous Palais de Festivals, the venue which also plays host to the Cannes Film Festival each year.

Videology is working with Evidon InForm Mobile for AdChoices to bring the transparency it has strived for in the online space to cross-app advertising on mobile.

Consumers will now have the option to opt out of cross-app advertising, giving them control over mobile data collection and use. The free app – called “App Control” – is now available in the Apple App Store and will soon be available in the Google Play App Store for Android users.