Closer Links for Videology and Shopcom

US-based online video ad targeting specialist Videology has extended its partnership with Kantar Shopcom, which helps clients link consumer purchases with campaign exposure.

Videology (formerly TitalTV) develops video ad technology that helps clients target precise consumer segments based on demographics, psychographics and behavior; while Kantar Shopcom tracks consumer-level purchase data across the US and measures campaign effectiveness by comparing it to media exposure data.

Last year, the firms teamed up with targeting specialist I-Behavior, to help marketers target online video advertising and measure the actual off-line purchases that result.

Through the extended partnership with Kantar Shopcom, Videology will connect online in-stream video ads, as well as mobile in-stream video and display ads, to specific off-line in-store purchases. The firms say this will enable advertisers to determine how many users who saw an ad - whether online or on a mobile device - actually then purchased their products.

Scott Ferber (pictured) , Chairman and CEO of Videology, comments: 'When we started working with Kantar Shopcom last year, the interest from CPG advertisers in utilizing Kantar's data to increase the ROI of their online video campaigns was exceptional. One year later, we find the overwhelming request from advertisers is to extend these capabilities across devices and into additional categories like consumer electronics and apparel. This solution brings unprecedented accountability to mobile and represents a new opportunity for some of video's largest spending ad categories.'

Web sites: www.videology.com and www.kantarshopcom.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.