smartclip Buys TV Analyst Realytics

AdTech company smartclip has acquired TV analyst Realytics, to help measure the impact of TV campaigns on web sites.

Paris, France-based Realytics claims to analyse the 360 degree impact of a TV campaign: business performance, including traffic, app downloads and conversions; and the branding effect (socio-demo, geolocalisation, and search visibility). The firm has also developed a scoring algorithm capable of identifying who, among the web visitors online during a TV spot airing, has been exposed to the TV spot and has reacted immediately. The firm says it not only measures the performance of a TV spot, but also captures the incremental traffic effect generated by the online notoriety of a campaign, with both a short and long-term view.

According to smartclip, which is owned by German media company RTL Deutschland, the combination of the firms solves the complexities of attributing TV viewers to their online behaviour, while also marking smartclip's entry into the French market. The Realytics brand and offering will stay unchanged, and the founders and leadership team - Guillaume Belmas, CEO; Sebastien Monteil, CTO; and Vincent Nguyen Huu and Gregory Bittan, both Senior Engineering Managers - will continue in their current positions.

Thomas Servatius (pictured), Co-CEO and MD at smartclip Europe, comments: 'Realytics systematically analyses the impact of TV advertising on advertiser web sites and leverages these data points with state-of-the-art AI algorithms for better decisioning in traditional linear TV buying. The acquisition of Realytics enables us to tap into all touch points of sales and usage data and offer advertisers an all-encompassing view into TV audiences out of one hand'.

Web sites: www.smartclip.tv and www.realytics.io .