The companies say all this will allow “programmatic” optimization and targeting across brands using Mediaocean’s and VideoAmp’s software.
VideoAmp unifies TV and digital in a single video platform -- connecting TV data from 33 million U.S. set-top boxes.
The deal will allow media agencies and brands to select first- and third-party digital audiences with traditional TV audiences. They will be able to forecast against GRPs, eCPMs, or other metrics.
Mediaocean clients using VideoAmp can “pull/push” linear TV plans from Spectra – Mediaocean’s media management platform used by all major holding company agencies.
This deal will mean “massive increases in return on ad spend (ROAS) for brands,” the two companies claim -- leveraging data in their upfront commitments as well as “extending TV buys to digital using a common denominator data source for targeting and measurement.”
The partnership will optimize their brands across linear TV, VOD and digital video buys together.