GlassView Launches Lifetime Value Tool

Video ad distribution platform GlassView has launched Ecko, an optimisation tool based on analysis of Customer Lifetime Value (LTV).

GlassView says its video platform offers access to more than 1.6 billion unique users worldwide, including more than 280m in the USA. The firm was launched in 2015 and is headquartered in Texas, with offices in NYC, Japan, Singapore, China, France and the UK.

The company says measuring LTV helps its customers significantly cut acquisition costs long-term by mapping out their most efficient marketing channels, highest value audience segments, and most profitable product lines. Ecko combines internal data such as revenue and purchase size with brand CRM data to identify high-value, high-intent customers and their activities; then aligns each piece of creative with the highest-performing customers and pages. The system then generates intent scores for each such segment, based on previous conversion values, number of purchases, time spent on site and other engagement metrics; and uses them to model lookalike audiences with similarly high potential.

Founder & CEO J. Brooks comments: 'We've seen an industry-wide shift towards ROAS as a success metric on campaigns, especially with COVID impacting ad budgets. Ecko will allow us to harness video performance to the fullest extent for our clients and show the incremental value GlassView provides to brands long-term'.

Web site: www.glassview.com .

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