Captify Branches Out with New CTV Campaign Measure

US-based search intelligence platform Captify has launched TV Search Lift, a proprietary study which evaluates the success and outcomes of CTV campaigns using on-site search data.

The company processes search data from more than two billion devices globally, for use in omnichannel programmatic advertising and the provision of real-time insights for clients. A majority of the business is now owned by US private equity firm SFW Capital. In July, Captify appointed former Xandr EVP and GM Mike Welch as its next CEO, succeeding co-founder Dominic Joseph.

The new offering will bring Captify's Search Intelligence to the television market for the first time, offering brands real-time intent-based audiences for their CTV campaigns, and allowing them to measure the impact on the most relevant, in-market households. The study will assess shifts in consumer behavior, brand perception and sentiment inspired by a campaign, as well as gauging the resonance of brand messages with target audiences - linking all this to changes in viewer search behavior.

Britt Augenfeld, VP of Video and Advanced TV at Captify, comments: 'In order to understand the impact of CTV campaigns, marketers commonly have to rely on unvalidated and outdated data sources, which can leave knowledge gaps... With the largest collection of search data outside the walled gardens, Captify's onsite search data provides a window into consumer true and authentic attitudes towards a brand, its competitors, and the market overall. Now, advertisers can identify consumer interest and purchase intent based on search behaviors, giving them a true measure of campaign impact and success, helping fill those gaps and enabling better CTV outcomes'.

Web site: www.captifytechnologies.com .

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