Tru Optik, the only audience measurement and data management platform built for over-the-top (OTT), expands its capabilities through a partnership with Kantar Millward Brown, a leading global research agency specializing in ad effectiveness and media research. The partnership will enable advertisers to attribute brand sales to OTT ad campaigns through Tru Optik's recently released OTT Marketing Cloud. Cross-device OTT ad exposure data will be anonymously matched to purchase data available through Kantar Millward Brown's proprietary Ignite Network® to link ad exposure to sales impact.
Many marketers believe OTT will revolutionize TV advertising, enabling efficient and dynamic one-to-one consumer targeting across screens. With consumer adoption of OTT now mainstreaming - 65 percent of U.S. homes now own connected TV (CTV) devices to consume OTT content on living room screens - advertisers are seeking ways to prove the effectiveness of this channel.
Kantar Millward Brown, through its Ignite Network of data partnerships, has access to purchase data for more than a dozen industries across tens of millions of U.S. households leveraging a variety of data sources, 包括信用卡交易, 来自主要零售商的会员卡数据, 以及销售点记录. Sales linkages are available for industries including Automotive, 包装消费品, 制药公司, 消费电子产品, 零售, 旅行, 招待和娱乐.
"Even though consumers are streaming more television than ever before, 品牌 have been challenged to measure the ROI of their CTV / OTT ad spend, leaving them hesitant to shift dollars to this medium,安德烈·斯旺斯顿说, Tru Optik的首席执行官兼联合创始人. "By connecting Kantar Millward Brown's large-scale panel to our OTT Marketing Cloud, we have removed this barrier and can now provide 品牌 access to true, deterministic campaign attribution that accounts for exposure across all OTT screens."
Swanston继续, "Kantar Millward Brown brings a critical piece to the overall puzzle for advertisers that want to take advantage of the fastest growing advertising medium in the U.S., but need to track ROI for 品牌 that are mainly sold through brick & 砂浆渠道. Using Tru Optik's comprehensive OTT platform, it's now possible for those 品牌 to anonymously identify the households they want to target, manage delivery to those households across a campaign, and directly tie campaign exposure to sales."
”品牌, 今天, are looking to take advantage of CTV to reach the audiences that are leading the migration to OTT viewing, 包括千禧一代, 富裕的家庭, 多元文化消费者,肯·格林伯格说, Vice President of Partnerships at Kantar Millward Brown. "The Tru Optik partnership will provide real value to marketers by providing a means to determine OTT ad impact and justify ad spend on this now mainstream platform."
"What's really compelling about our partnership with Kantar Millward Brown is that it makes the full potential of OTT advertising available to more marketers,大卫·维森菲尔德说, Tru Optik首席策略师. "The ability for advertisers to establish a clear link to sales was always the promise of OTT, 现在这是现实."
Tru Optik's OTT Marketing Cloud is the most robust audience targeting platform available for use across CTV. The OTT Marketing Cloud is the only audience measurement, 激活, and attribution system that works across the entire spectrum of OTT devices, 包括CTV, 移动和桌面. It allows advertisers to execute precision, cross-screen targeting and direct attribution by combining Tru Optik's advanced people-based targeting capabilities with a wide range of demographic, 生活方式, and purchase data through partnerships with more than a dozen leading data providers, 包括益百利营销服务, V12数据, CrossPixel, TargetSmart, 现在是Kantar Millward Brown. Marketers can also leverage Tru Optik的专利 media consumption database, 世界上最大的, for brand advertising and tune-in campaigns.
关于truoptik:
Tru Optik is a digital media intelligence company providing audience insight and advertising solutions that empower brand marketers and media companies to fully mo网ize audience and consumer demand. Armed with the largest census-level dataset of global over-the-top (OTT)_ media consumption, Tru Optik的专利, 自身的数据, 先进的技术, and unmatched focus make the Company the preferred partner of many of 世界上最大的 media companies, 品牌, and agencies as they navigate the millennial-led shift to OTT.
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