VideoAmp Integrates Conversion Logic Capabilities to Launch Cross-Channel Attribution Measurement, Planning and Audience Activation Software Solution, Campaign Optimizer
Software and data platform, VideoAmp, Inc., has launched Campaign Optimizer, a cross-channel campaign optimization solution for advertisers and agencies. Following the acquisition in March of 2020, Conversion Logic’s attribution technology has been fully integrated within the VideoAmp Platform, creating a software solution that bundles advanced audience creation, reach and frequency optimization, competitive insights, planning, activation, measurement and attribution. Campaign Optimizer is powered by VideoAmp’s commingled TV viewership data, which boasts 28 million households and 40 million devices, providing a best-in market, full-funnel view of the consumer journey across TV, OTT and digital campaigns.
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.@Video_Amp launches cross-channel attribution measurement, planning and audience activation software solution, Campaign Optimizer
Kelly Metz, VP of Product Marketing at VideoAmp, explains, “Our goal is to make our clients’ lives easier. We often hear feedback and frustration about working across multiple DSPs, linear planning tools and walled gardens like Hulu, Google, Facebook, Disney, ViacomCBS, etc. The Campaign Optimizer solution was purpose-built to solve cross-channel campaign reach and frequency management and attribution. It equips our clients with the necessary tools to optimize their investments between linear television, programmatic platforms, digital publishers and walled gardens, eliminating waste and egregious over-frequency and increasing the conversions they care about most.”
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The integration of Conversion Logic’s software and machine-learning attribution models provide a superior view of an advertiser’s impact on business outcomes such as sales, in-store visits and subscriptions. The most notable features in Campaign Optimizer begin with attribution reporting, which is used to derive planning insights. The software solution generates reports encompassing both linear and digital investments, allowing for a comprehensive breakdown of audiences and conversion. Audience breakdown goes beyond age and gender to include ethnicity, education, household income and presence of children across both TV and digital. This level of audience discovery is meant to inform strategy for in-flight or post-flight campaigns to increase market share and eliminate wasteful investments for clients.
“At Mars Petcare, our ambition to increase media efficiencies by deploying people-based frequency management seemed lofty until we learned about VideoAmp’s Campaign Optimizer solution. Making sure we’re able to reach our audiences in the best, most efficient ways is critical. Campaign Optimizer gives our team the tools we need to achieve that goal,” Alia Mohamed, Senior Manager of Marketing Data and Technology, Mars Petcare US.
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