VideoAmp and Captify Link Ad Exposure with Search

Media measurement company VideoAmp has teamed up with search-based real-time insights firm Captify to provide clients with scalable, identity-based search lift measurement, linking household-level ad viewing with real-world search behavior.

Captify uses semantic technology to add contextual understanding to its analysis of search behavior, rather than relying on 'surface-level keyword recognition'. VideoAmp already has integrations with providers of campaign outcomes data for automotive, CPG, healthcare, retail and other sectors, but this is its first tie-in with a search outcomes provider. The deal combines its proprietary big data and technology engine VALID with Captify's 'Search Intelligence' offering to provide what the firms describe as a 'privacy-compliant, 100% deterministic solution', and allows in-flight campaign optimization.

The new solution promises advertisers the ability to see 'exactly how media drives action, rather than relying on proxy or modeled data.' 'We're excited to work with Captify to redefine what's possible in advertising measurement,' says VideoAmp SVP Business Development Randy Laughlin. 'By directly linking ad exposure to real-world search behavior, we can now show how campaigns generate interest and intent, far earlier and more accurately than traditional brand lift or conversion metrics.'

Emily Kistner (pictured), Senior Director, TV Strategy at Captify, adds: 'On-site search captures genuine interest and intent. In today's digital-first world, search is often the first step on the path to purchase. Studies have consistently shown that search lift has a stronger correlation with actual sales than brand lift metrics. When people search for your brand, they're actively entering your marketing funnel. They're demonstrating intent, and identifying intent is what drives business results. Our integration with VideoAmp enables marketers to track these powerful signals with unmatched accuracy and speed.'

Web sites are at www.videoamp.com and www.captifytechnologies.com .