Partners Link Video Ads and Purchasing

Three firms - researcher Kantar Shopcom, ad platform provider Videology and targeting specialist I-Behavior - are teaming up to help marketers to target online video advertising and measure the actual off-line purchases that result.

The deal will see Kantar Shopcom's CPG purchase behavior insight combined with I-Behavior's database matching capabilities, to offer access to users based on their demographic makeup or in-store activities. Videology will use this linked information to help advertisers target these off-line purchase-based segments across its in-stream video network of more than 80 million consumers.

Advertisers will also be able to analyze purchase behavior at the brand level, and gain access to campaign insights such as propensity to drive trial, repeat sales, and brand switching or loyalty.

Videology's Chief Scientist Kevin Haley comments: 'The ability to provide advertisers with ongoing, offline ROI measurement will have a significant impact on advertising strategies within the digital video space, as well as in related industries with fast-moving sales cycles.'

Web sites: www.videologygroup.com , www.i-behavior.com and www.kantarshopcom.com .