Videology Measures Offline Segments Of In-Stream Videos
Can you accurately measure the impact of online video advertising on offline consumer purchases?
Videology is going to try. The ad platform, formerly known as TidalTV, is entering into dual partnerships with database marketing and behavioral targeting services provider I-Behavior and Kantar Shopcom, which runs a database containing information from 231 million consumers across 270 CPG, retail, travel, lodging and services categories.
The goal is to help marketers reach users based on their demographic makeup or in-store activity, explained Kevin Haley, Chief Scientist at Videology.
“What advertisers really want to know is if their advertising moves soap off the shelves,” says Haley. He says the ability to provide advertisers with ongoing, offline ROI measurement should have a "significant impact on advertising strategies within the digital video space.”
With the three-way partnership, advertisers can target offline purchase-based segments across Videology’s in-stream video network of more than 80 million consumers, Haley promised.
Meanwhile, given the volume of data that will result from the enterprise, Haley sees an opportunity for analysis of purchase behavior at the brand level, including increases in sales volume, frequency of purchase and retail penetration.
Launched in late 2007, Videology was known to the world as TidalTV until earlier this month. The name change was meant to convey a more video- and technology-heavy image.
To coincide with renaming, Videology recently debuted a sell-side platform to complement the capabilities currently offered to media agencies.
Videology is competing for a share of a vastly expanding and competitive market. eMarketer estimates that by 2015, 76% of Web users -- or 195.5 million people -- will be watching online video each month. In the same period, the research firm predicts online video advertising spending will surge from $1.97 billion to $5.71 billion.
Recent Online Media Daily Articles
-
Yahoo Search Experiments With New Look May 23, 6:30 p.m.
Yahoo Search has been experimenting with colors, features and layouts, as the company tries to determine ... -
Path Seeks Dismissal Of Wireless-Spam Case May 23, 5:07 p.m.
Mobile social network Path is asking a federal judge to dismiss a lawsuit alleging that the ... -
Amazon Appstore Goes Global May 23, 4:59 p.m.
Amazon may have been late to the app store game, but that hasn’t stopped it from ... -
Data Is Springboard For Product Development May 23, 4:44 p.m.
iProspect named Ben Wood to global president Thursday; he's tasked with growing the company's network and ... -
Vice, Twitter Partner For Mobile Show May 23, 2:14 p.m.
Simultaneously expanding its video and social strategy, Vice on Thursday unveiled #dailyvice -- a daily show ... -
MediaVest Database Charts Brand Experience, Social Media Impact May 23, 12:11 p.m.
After a year-long research effort, Publicis Groupe’s MediaVest has created a massive database designed to help ... -
Discovery Launches TestTube.com, Ups Digital Video Involvement May 23, 11:27 a.m.
Discovery Communications is looking to get into digital video platforms in a big way -- launching ... -
Network Advertising Initiative Proposes New Mobile Privacy Rules May 22, 9:03 p.m.
Moving forward with its plan to issue mobile privacy rules, the self-regulatory group Network Advertising Initiative ... -
Entertainment, Travel Bet On Mobile Banners May 22, 4:16 p.m.
Banner ads have long been the whipping boy of online advertising, and the same is now ... -
Marketers Should Tailor Specific Pitches To Tablet, Smartphone May 22, 2:51 p.m.
Don’t lump tablets in with mobile. That’s the takeaway of a new Forrester study looking at ...
2 comments on "Videology Measures Offline Segments Of In-Stream Videos".
Leave a Comment