London – Videology, one of the world’s leading video advertising companies, today announced a new partnership with Nordics leading documentation and targeting system AudienceProject. The unprecedented depth of integration between the businesses will provide new level of precision for audience insights and coherent audience measurement across the digital ecosystem for Videology’s clients, and will be rolled out in Denmark, Sweden, Finland and Norway as a first step of the partnership.
In the new area of TV and digital convergence, the demand for audience verification has been increasingly more important and tied with concerns around bots and non-human traffic as marketers’ number one challenge.
“With our capabilities to both validate campaign audiences across channels, and ensure campaign precision with our market leading data targeting, a partnership with one of the world’s leading video advertising platforms is a natural fit. This will allow advertisers to have access to some of the most accurate audiences in Europe”, says Jacob Lachmann, CEO at AudienceProject.
“Access to accurate audience insights are truly important at Videology, as it is the connective tissue behind all of programmatic buying and an absolute necessity to deliver effectively targeted campaigns driving key campaign outcomes”, said Catherine Hallam, Director of EMEA Product & Data Solutions at Videology.
With this new integration, Videology can now achieve campaign precision at scale, far surpassing current market norms and benchmarks on parameters like age, gender, income, household size, children in household, occupation and education.
“At AudienceProject, we combine the socio-demographic data from the largest panels in the Nordics with the behaviour of over 45 million active users allowing us to do precise audience targeting. We are delighted that these audiences are now available for targeting in the Videology platform. Together with our AudienceReport campaign validation tool, we provide Videology’s clients with a trusted metric on reach and composition of their campaigns in key demographic audiences,” says Peter Østrem, head of data at AudienceProject.
The effect of the new partnership has already been seen in the first campaigns using the data from AudienceProject. For example, when targeting Adults 18-24 Videology over-performed the Audience Population Benchmark (APB) by 3.69 times, achieving 52% composition for Adults 18-24 compared to the 14% composition within APB. This achieved composition was 10 percentage points higher than the Target Affinity Expectation of 42% composition, delivering additional on-target reach from the campaign budget.
Videology (videologygroup.com) is a leading software provider for converged TV and video advertising. By simplifying big data, we empower marketers and media companies to make smarter advertising decisions to fully harness the value of their audience across screens. Our math and science-based technology enables our customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape.
Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in New York, NY, with key offices in Baltimore, Austin, Toronto, London, Paris, Madrid, Singapore, Sydney, Tokyo and sales teams across North America.
AudienceProject originates from the Epinion Group, and its development is led by market researchers with many years of experience and academic background – even in fields as demanding as polling and election research. AudienceProject employs a highly skilled team of 25 developers specialized in Big Data technologies with a goal to turn insights about audiences into actionable data. AudienceProject builds and maintains the largest online panels in the Nordics, and the product range consists of audience planning, validation and targeting on socio-demographics as well as other variables. AudienceProject has a market leading campaign effectiveness documentation suite ranging from measurements of impressions delivered to the target group to brand lifts measurements that document campaign effectiveness. The client portfolio consists of the largest media agencies, advertising networks and media houses. Visit AudienceProject at its product site: www.audiencereport.com.