Innovid Enhances Measurement Offering

NYC-based Innovid has announced an upgrade, with enhanced purchase measurement, including online and off-line conversion impact; more granular, source-level attribution insights across campaigns and platforms; and new vertical benchmarks to help contextualize performance and optimize outcomes.

A part of ad tech firm Mediaocean, Innovid helps clients create, deliver, measure and optimize advertising across connected, linear and digital TV, providing them with always-on intelligence to optimize advertising investment across channels, platforms, screens and devices.

The enhancements are designed to strengthen clients' lower-funnel outcomes, deepen attribution visibility, and give teams a more precise understanding of performance. The sales impact measures make use of control groups to quantify incremental lift, to give 'a more consistent, outcome-based view of success across campaigns, markets and KPIs.' The release also promises more granular visibility into how campaigns, audiences, targeting parameters and creative versions contribute to outcomes, using ad server data that comes directly from inventory sources.

New benchmarking capabilities give marketers clearer context for evaluating performance, helping them understand how campaigns compare across industries, formats and objectives.

'Measurement today has to go beyond reporting to show real business impact,' states VP, Product Management Callum Guthrie (pictured). 'These enhancements give marketers deeper insight into what's driving performance, from purchase impact to advanced attribution, so they can make smarter decisions and focus investment where it matters most.'

Web site: www.innovid.com .