iSpot Partners with Search Intelligence Firm Captify

In the US, video audience measurement firm iSpot has announced a partnership with search intelligence provider Captify, allowing clients to integrate search outcome data segments with always-on audience measurement for TV and video advertising.

iSpot was founded in Bellevue, Washington in 2012 and has offices in major cities across the US. The firm measures all phases of the TV advertising lifecycle in real time, from creative testing and audience verification to business outcomes. Captify uses proprietary AI and machine learning to develop metrics which it says 'go beyond simple keyword recognition,' to provide a deeper understanding of consumer search behavior.

The firms say the integrated search signals and audience measurement data will form part of an attribution system that includes sales, foot traffic, call, web and other activity; with clients also able to correlate search as a stand-alone response metric.

Emily Wood (pictured), Head of Business Development and Partnerships at iSpot, comments: 'As viewing and purchasing behaviors shift, we're staying on top of all the possible correlations to outcomes. Captify provides a great option for brands or publishers that want to use search as a response to advertising.' Emily Kistner, Senior Director of TV Strategy at Captify states: 'Search is a clear window into consumer intent. Thanks to our partnership with iSpot, we're turning this into measurable action. We're able to give advertisers a unified view of how their investment drives real-world impact and, ultimately, business results.'

Web sites: www.ispot.tv and www.captifytechnologies.com .