• by Wayne Friedman , September 9, 2011

Moving to even more convergent video metrics, media researcher Rentrak and digital ad network provider Collective have announced a system accounting for the extra reach and frequency of online display and video ads to traditional TV advertising campaigns. 

"The combination of these assets allows advertisers to control reach and frequency across TV and online audiences for the first time," stated Justin Evans, senior vice president of emerging media, Collective. "Consumers exposed to the same marketing message on TV and in online video demonstrate significant lift in recall, according to Nielsen IAG research."

The Collective advertising network reaches more than 148 million unique users via its display and video inventory. This will combine with Rentrak access to a TV panel of 19 million homes.

"With TV Accelerator, we're able to bring clients a cross-media solution that makes their media spend work harder," said Donnie Williams, chief digital officer of Horizon Media. "Collective is lifting TV ad effectiveness by adding online intelligently."

In addition to typical demographic and lifestyle breakdowns, TV Accelerator can tap 30,000 other consumer attributes across consumer products, automotive, financial, technology, and other categories. That's in addition to core demographic and lifestyle targets, enabling brands to target their TV audiences and take advantage of the rich consumer information available in the online medium.

Joe Apprendi, chief executive of Collective, says: "Combined with our rich media and creative optimization assets, we're setting the stage for an era where online is a powerful place to extend and enhance high-impact TV campaigns."