Advertisers don’t just place commercials across TV networks, so VideoAmp is attempting to put more various kinds of media into the identical planning methodology.
The corporate, which has vied with Nielsen because the task of measuring media more diffuse audiences becomes tougher, said Wednesday that it’s going to add first party data from SiriusXM Media and National CineMedia into its cross-platform planning technology.
The deals mark the primary time SiriusXM Media and NCM will likely be integrated right into a cross-platform media planning solution of this sort, and can enabling advertisers to plan campaigns across streaming, CTV, digital video, audio and cinema environments inside a unified framework. VideoAmp is utilized by already corporations including AMC Networks, Disney, Fox, Paramount and Snap.
“With SiriusXM Media bringing digital audio and NCM bringing cinema, we’ve closed two of the most important remaining gaps in cross-platform planning. For advertisers heading into the Upfront, meaning a level of coverage and precision that wasn’t possible before,” said Bryan Goski, chief revenue officer at VideoAmp, in a prepared statement.
The addition of SiriusXM Media will help advertisers reach 170 million monthly listeners across SiriusXM, Pandora, and extensive Streaming and Podcast Networks. The inclusion of NCM will bring that company’s moviegoer data into cross-platform planning. NCM’s moviegoer datasets within the U.S., span 17,000 screens across 1,300 theaters in 184 markets, including all top 50 markets.
The inclusion of SiriusXM “will enable clients to plan for audio alongside video and CTV, see its true incremental reach, and diversify their media mix,” said Lizzie Collins, senior vice chairman and head B2B marketing and ad innovation at SiriusXM Media, in an announcement.
“The NCM integration with VideoAmp is a natural fit, providing agencies with deterministic moviegoer data as a core input in premium video planning, not a separate line item,” said Manu Singh, chief data and innovation officer at NCM, in an announcement.
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