Marketing intelligence and programmatic media specialist MiQ has rolled out its cross-channel YouTube and TV campaign analytics and measurement capability in the UK.
The firm, which has offices across North America, Europe and Asia Pacific, connects clients' first-party data and enhances it with second- and third-party data. It then analyses the results and uses this to build creative with the right messages and target it via programmatic ad campaigns.
The firm's YouTube and TV campaigns capability uses smart television and automatic content recognition data from Samba TV, and YouTube analytics data from Pixability. Samba TV's delivery-agnostic TV viewing data combines with MiQ's experience to connect unconnected datasets and apply data science for media planning, programmatic activation and measurement.
Pierre de Lannoy (pictured), UK Strategy Director, MiQ, comments: 'Peak time, as we know it, is over. As UK viewers continue to shift towards new formats and channels, marketers and advertisers need solutions that will help them connect campaigns and bring linear TV into the programmatic future. This capability gives an amazing opportunity to achieve incremental reach to TV campaigns on other channels, including YouTube'.
Web site: www.wearemiq.com .
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.