Mobile Ad Network Measures Direct Relationship between TV, Digital, Social and Mobile Ads to Drive Results and Inform Spend
NEW YORK – AdTheorent, Inc., the largest 2nd generation mobile ad network, and Civolution, the leading provider of technology and solutions for identifying, managing and monetizing media content, announced a partnership in which AdTheorent will use Civolution’s real-time TV monitoring network to track TV frequency for brands. As a result of this partnership, AdTheorent is launching a first-to-market Media Mix Correlation Study for its brand and agency clients, providing them a full view of advertising performance and correlation across TV, digital, social and mobile, in real-time.
“The fact that the number of cross-screen viewers continues to grow as does the amount of multi-tasking while viewing TV presents both an opportunity and a challenge for marketers”
The mobile landscape is growing rapidly and becoming increasingly fragmented. Currently, more than 37 percent of American consumers own three devices (a tablet, smartphone and laptop) and 86 percent of consumers multitask while watching television at home.1 Further, research shows that cross-device advertising yields results — there is a 72 percent increase in purchase intent from cross-screen advertising views and 93 percent brand recall for those exposed to cross-screen advertising versus 55 percent for those that were exposed solely to TV ads.2 Results from AdTheorent’s initial Media Mix Correlation Studies prove this trend. For example, Media Mix data for a large Consumer Electronics brand showed higher click-through-rates (1.20%) on days when TV spots ran. When TV ads increased in frequency, there was nearly a 60 percent possibility that CTR would increase. By analyzing the relationship between mobile engagement and TV, brands are better equipped to establish a cross-screen strategy across multiple channels.
“The fact that the number of cross-screen viewers continues to grow as does the amount of multi-tasking while viewing TV presents both an opportunity and a challenge for marketers,” said Anthony Iacovone, CEO and Co-Founder of AdTheorent. “We are pleased that our partnership with Civolution allows us to offer real-time cross-screen analysis for our clients. For many of the brands we have studied, we observed a strong correlation between the frequency of TV advertising and mobile engagement, and the analysis of the data we collect will help brands better establish a strategy across the two channels and better define their future media buying decisions.”
Through Civolution’s SyncNow TV ad monitoring and signals, AdTheorent can capture a brand’s cable and broadcast TV ad frequency – down to the product level – and view all TV commercial spots that the brand is airing in real time. The Civolution data fed to AdTheorent’s predictive targeting technology includes the time stamp, channel on which the commercial aired, and city-level geographic information. This is combined with AdTheorent’s TraktionTM software, which provides insights into post-click and view activities across the desktop, mobile and tablet environments. Using TraktionTM, the data from Civolution, as well as brand and product Twitter chatter, AdTheorent can offer critical analysis regarding the correlation between media types and engagement tactics, identifying the most effective media mix for brands.
“We are thrilled to partner with AdTheorent to provide them Civolution’s TV analytics. Our platform identifies more than half a million advertisements per day and can deliver them in real-time as part of a value-added signal,” said Alex Terpstra, CEO of Civolution. “AdTheorent’s Media Mix Correlation Study brings huge value add for brands, ensuring that mobile channels are in sync with TV, and allowing brands to learn from the data to drive results.”
About AdTheorent®
AdTheorent is the world’s first predictive mobile ad network, powered by a next-generation technology platform built to address the specific needs of the mobile advertising ecosystem. AdTheorent’s mobile advertising platform was built from the ground up to combine advanced, predictive, data technology that incorporates RTB and a proprietary real-time learning machine (“RTLM”) to achieve dramatic improvements in mobile advertising performance with the benefits of first generation mobile ad networks – premium mobile sites, brand safety, execution, and managed services. AdTheorent’s platform uniquely combines every major category of data about mobile consumers into precise and accurate adaptive models that identify the best ad impressions for improved conversion and awareness, and places bids in real-time within brand advertisers’ pricing parameters. The result to brands and marketers is higher conversion rates at a significantly lower cost — The Intelligent Impression®. For more information, visit: www.adtheorent.com.
About Civolution
Civolution (www.civolution.com) is the leading provider of technology and solutions to identify, manage and monetize media content. The company offers an extensive portfolio of cutting edge digital watermarking and fingerprinting based applications for media interaction (accurate and real-time video synchronization for 2nd screen and smart TVs), media intelligence (audience measurement and media monitoring for television, radio and internet) and media protection (content filtering and forensic marking of media assets in pre-release, digital cinema, payTV and online). Follow us on Twitter: @Civolution.
1. Deloitte’s “Digital Democracy Survey” – http://www.deloitte.com/view/en_US/us/Industries/media-entertainment/digital-democracy/index.htm
2. Nielsen, Cross-Platform Video Ad Effectiveness Study
