• by Karlene Lukovitz  @KLmarketdaily, November 3, 2023

Open-web search intelligence platform Captify is expanding into television with the launch of a proprietary study that evaluates the outcomes of connected TV campaigns using onsite search data.

TV Search Lift allows brands to gauge the effects of CTV campaigns on viewer search behavior in real time, filling in “knowledge gaps” that result from using unvalidated or outdated data for evaluation purposes, according to the company.

Campaigns are measured based on shifts in consumer behavior, revealing changes in brand perception and sentiment driven by a campaign, the effectiveness level of a brand message and how well it resonates with target, in-market households.

Being able to gauge the effects of a CTV campaign on viewer search behavior in real time fills in “knowledge gaps” resulting from the common use of “unvalidated and outdated” data sources, according to the company.

“With the largest collection of search data outside the walled gardens, Captify’s onsite search data provides a window into consumers’ true and authentic attitudes toward a brand, its competitors, and the market overall,” states Britt Augenfeld, vice president of video and advanced TV at Captify.