Media Storm, which specializes in representing entertainment entities, such as FX and Food Network, has signed a deal with online buying platform
Videology that extends to mobile platforms. Under the arrangement, the agency gets exclusive access to a mobile addition to the TV Amplifier product for an undisclosed amount of time.
“It allows us to tap into the second-screen environment that’s happening today,” said Andrea Redniss, Media Storm’s chief activation officer.
The agency is expected to use the tool, which can supplement TV buys with digital video, in conjunction with its planning and buying efforts in the upfront market covering multiplatform inventory. TV Amplifier allows marketers opportunities to use Nielsen TV and online data for targeting efforts.
“For us, this very much transforms mobile,” Redniss said.
TV Amplifier can help an advertiser create a segment of viewers and then target certain demographics on multiple devices. It can also help manage duplicated and unduplicated reach, while amplifying a TV campaign with interactive opportunities.
“The data on the mobile side has always been hard to make addressable and connect the dots,” said Mark McKee, senior vice president of marketing and strategy at Videology. He added the opportunity can help “ease the convergence across TV and the other forms of video that exist.”
Media Storm has a broad partnership with Videology.