Adap.tv and TRA Offer Insights for Online Video Advertisers
Adap.tv is partnering with TRA to make brand advertisers more comfortable buying online video placement. Online video platform Adap.tv is now offering TRA's Purchaser Targets for the Internet to help advertisers deliver the reach and frequency they want with their desired audience.
TRA is a media marketing company that creates analytics software for advertisers and agencies. It's able to match anonymous TV viewing information with the purchasing details for 60 million households. The idea is for TV advertisers to use the data to fill-in the appropriate audience on weeks when they aren't able to get the intended results with broadcast ads.
The two companies plan to conduct ROI studies on the results, to show that the targeted advertising is effective.
"Adap.tv's partnership with TRA is part of our ongoing commitment to providing clients with a more integrated, TV-centric approach to buying online video," says Toby Gabriner, president of Adap.tv. "The beauty of TRA's methodology is that it overlays personal purchase history and therefore is a much better predictor of future purchase patterns. This type of measurement is invaluable to advertisers and is a first in our industry."
Ad-buyers can access the targeted segments through the Adap.tv Marketplace and the Adap.tv for Advertisers product suite.
Quarterly state of the industry report finds that agencies are increasingly planning TV and online video campaigns together.
Buyers can unify online spending with TV spending by targeting online ads to Nielsen TV audience segments.
Ad technology partners can now offer their services from within a unified Adap.tv advertising console.
Aims to replace the "relic of the pre-digital world" RFP process with a platform for making hundreds of buys at once.
Study shows that advertisers will increase online video spending this year, and that brands want viewer engagement.
The online video ad platform delivers greater transparency with advanced filters.
Investment will be used to grow internationally and improve the company's technology platform.
Ad marketplace company debuts platform for running and managing online video advertising campaigns.