NEW YORK & MOUNTAIN VIEW, Calif. – Mindshare, part of the Group M network, and Ace Metrix, the new standard in television and video advertising analytics, announced a partnership to bring real-time, creative effectiveness data on video advertising into Mindshare’s proprietary operating system “The Loop.” The partnership reflects yet another step in Mindshare’s ongoing commitment to Adaptive Marketing and reflects Mindshare’s promise to continue to develop new sources of competitive advantage for its clients.
“To have the opportunity to put this data directly into the hands of such an innovative company like Mindshare is a unique opportunity for us and our shared and future clients.”
The partnership will use the extensive suite of creative effectiveness data produced by Ace Metrix on every nationally breaking television ad and digital video ad to inform Mindshare’s media optimization models. Ace Metrix produces over 12,000 data points on every ad, providing a rich tapestry of data for Mindshare to leverage.
“Media planning and buying looks more and more like a science. But the creative landscape has lacked similar scientific rigor. Ace Metrix is changing that by collecting creative effectiveness metrics at scale and adding them into the planning and buying process,” noted Bob Ivins, Chief Data Officer of Mindshare.
The partnership adds Ace Metrix to the suite of leading analytics vendors selected to participate in “The Loop”—the first tool of its kind to impact not only earned and owned media but paid media as well, whereby media dollars can be quickly shifted and redeployed to leverage opportunities uncovered by the data.
“While our clients apply our data in a variety of ways, we still believe that one of the highest uses is in the construction of media plans that leverage an ad or campaign’s strengths, minimizes its weaknesses and matches its other attributes effectively with the purchased media,” noted Peter Daboll, CEO of Ace Metrix. “To have the opportunity to put this data directly into the hands of such an innovative company like Mindshare is a unique opportunity for us and our shared and future clients.”
For more information about Mindshare and “The Loop” visit www.mindshareworld.com.
About Mindshare
Mindshare is a global media agency network with billings in excess of US$29.2 billion (source: RECMA). The network consists of 113 offices in 82 countries throughout North America, Latin America, Europe, Middle East, and Asia Pacific, each dedicated to forging competitive marketing advantage for businesses and their brands. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world’s leading communications services group.
About Ace Metrix
Ace Metrix® is the new standard in television and video analytics, dedicated to delivering better, faster and more cost-effective solutions for evaluating video advertising within competitive context. The Ace Metrix LIVE® platform provides advertisers and agencies access to the world’s largest database of video advertising effectiveness data, each scored by a unique, large, demographically balanced sample of consumers. Ace Metrix subscribers are able to action data and optimize advertising campaigns in real-time. Combining leading edge technology and patent pending methodology, Ace Metrix is revolutionizing the way marketers measure themselves, manage their media plans and assess their competitive landscape. The Company is privately held and is backed by leading venture capital firms and industry leaders including Hummer Winblad Venture Partners, Palomar Ventures, Leapfrog Ventures and WPP.
Note: Ace Metrix®, the Ace Metrix logo design, Ace Score®, Ace Metrix LIVE® and Creative Lifecycle Management® are registered trademarks of Ace Metrix, Inc. Other trademarks are property of their respective owners.
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