Consumer intelligence company Survata has launched an enhanced suite of CTV measurement capabilities, including new Targeting Verification technology and an expansion of its Digital Network.
Survata, based in San Francisco and New York, was founded in 2012 by childhood friends and University of Notre Dame alumni Aaron Wenger and Chris Kelly, and began life as a provider of 'Survey Walls' as a means of accessing online content - it has long since evolved its offering with launches including niche audience service Segment Surveys and ad measurement partnerships with Oracle Data Cloud's Moat Analytics.
The new additions complement Survata's Brand Outcome cross-channel measurement solution, which analyzes the brand impact of advertising campaigns. Targeting Verification allows marketers running CTV (Connected TV) and other cross-channel video campaigns to determine 'the percentage of a campaign that truly reaches a specific behavioral and/or demographic segment across CTV, linear and digital video channels'.
By roughly doubling the scale of the Survata Digital Network, Survata promises improved ability to measure smaller CTV campaigns, claiming that a significant portion of such campaigns currently go unmeasured. The company says the increase in scale lowers the threshold for minimum campaign size to 2.5 million impressions, 'the lowest CTV impression threshold in the industry'.
CEO Chris Kelly (pictured) comments: 'CTV is now in the position digital was in ten years ago. Marketers are turning to it with increasing frequency, and they're asking for proof that their investments are paying off. They are tired of flying blind, so are demanding proof their CTV ads reached the right people and drove those people down the brand funnel. And they want this measurement on all CTV campaigns, not just their largest ones'.
Web site: www.survata.com .
All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.