VideoAmp, a Santa Monica-based company that is focused on helping buyers strategize, buy, and measure audience across devices, has announced the launch of the Advanced Television (ATV) Ignite. It is a SaaS platform for digital agencies and TV that enhances the existing plans for TV. In addition, it provides programmatic planning which blends first and third-party digital information with tradition TV targeting.
Jay Prasad, Chief Business Officer at VideoAmp, said in an official blog postOpens a new window , “TV viewership data, programmatic TV, the rise of OTT, and marketers investing in their own marketing clouds have been largely happening on parallel paths. Hence, it is this media strategy approach of index based buying that will be growing in importance. The notion of targeting age and gender on remnant TV inventory using software is not providing the value marketers are looking for, and is thus limiting innovation in the space. We feel the real opportunity is to optimize upfront TV alongside scatter and video from all screens simultaneously that create advanced currencies that give strong performance measurement.â€
The new release marks a new phase for digital video and TV buying and planning in an extremely fragmented market when it comes to content distributionOpens a new window and viewership. It also helps in applying digital targeting for TV buying. The capabilities and partnerships of ATV Ignite represent the efforts that are being made for unifying TV and video.
The platform allows advertisers to look at open TV plans against first-party and digital audiences segments, TV currencies, and corresponding audiences across various devices and measuring audience concentration, thus creating a cross-screen video and TV planning platform. ATV Ignite will join VideoAmp’s services resulting in a connection between the traditional TV planning with digital data and support for advanced and traditional measurement currencies. TV buying and planning can be done with a lot more flexibility since it will now give new tools to marketers.
VideoAmp has collaborated with comScore and has worked towards Digital Data and TV Viewership Indexing by combining its user graph with the TV Essentials of comScore. This has led to the creation of the ground for this indexing product. By collaborating with Neustar, NinthDecimal, and LiveRamp, ATV Ignite will enable the activation of advertisers’ first party data. With this, advertisers can create a TV plan for customers and lay stress on customer acquisition.
ATV Ignite will work towards TV planning and optimization by allowing agency clients to upload their existing TV plan from planning systems and traditional workflow with the help of advanced delivery methods like skinny bundles and OTT. Finally, ATV Ignite will work towards activating and automating across TV advertising formats with the help of WideOrbit and clypd. Through the clypd platform, ATV Ignite will be able to get access to the toolset of clypd for TV advertising which will be audience driven. Moreover, it will also be able to negotiate various television deals with several networks and broadcasters.
A total video platform, VideoAmpOpens a new window empowers media owners and advertisers to transact effortlessly across various devices.