IRI and Limbik Link to Enhance Video Content Analysis

US-based consumer data giant IRI has partnered with video analytics and audience measurement specialist Limbik, offering help to marketers in creating more effective video advertising content.

Limbik uses artificial intelligence to provide data-driven recommendations for the creation and distribution of short-form video content. Its platform combines viewing behavior and preferences for millions of people with attribute-level video insights, and predicts what content will be successful. With the partnership, IRI's 'propensity-to-purchase' ProScores data set will now be incorporated into Limbik's data infrastructure, to provide clients with access to content recommendations and analysis based on consumers' propensity to purchase specific brands, products and/or categories.

In time, the partnership will expand to integrate Limbik's attribute-level video insights into the IRI Lift ad measurement solution, and provide performance metrics based on the 'Limbik Rating', the firm's proprietary video effectiveness score.

Zach Schwitzky, CEO and co-founder at Limbik, says the collaboration will enhance marketers' understanding of video consumption and help them capitalize on the correlation between attention to video and business objectives. Nishat Mehta, President of the IRI Media Center of Excellence, adds: 'Our new partnership with Limbik will help create the one-to-one video advertising that consumers are craving, so they have the most relevant digital interactive experience possible'.

Web sites: www.iriworldwide.com and www.limbik.com .