WPP Takes Stake in TV Ad Analytics Firm

WPP Digital has made a 'strategic investment' in TV ad analytics specialist Ace Metrix in order to provide marketers with in-market TV ad performance metrics and insights. Terms were not disclosed.

Ace Metrix was launched last year to help advertisers and agencies measure the persuasiveness and watchability of their advertising. The solution features the Ace Score which measures ad creative effectiveness, and standardized metrics that enable advertisers to benchmark their ads against those of competitors.

The firm's CEO Peter Daboll says the deal enables his firm to accelerate its market readiness and reach. Under the terms, Ace Metrix will work with WPP companies including those within its consumer insight network Kantar. Ace Metrix syndicated products will be marketed to WPP's clients, and new tools and approaches will be developed.

The partnership will also offer joint approaches for mutual clients to develop enhanced TV ad measurement solutions, and will see the integration of Kantar and Ace Metrix technology, data and products.

'Our clients are looking for quick turnaround and additional competitive intelligence in today's fast-changing marketing environment, and we are delighted to be working with Ace Metrix to respond to this market demand,' stated Mark Read, CEO of WPP Digital. 'This partnership continues our strategy of combining third-party data sets with our own for the maximum benefit of clients.'

As part of the deal, Millward Brown North America CEO Mary Ann Packo joins the Ace Metrix Board.

Web sites: www.wpp.com , www.acemetrix.com and www.millwardbrown.com .