The Company directly integrates client data sets into VALID™ to deliver more accurate and holistic representation of conversions following ad exposure on linear TV, streaming and digital channels

VideoAmp, a tech-first media measurement company, has announced its commitment to delivering advanced outcome measurement capabilities for advertisers and publishers across various sectors, including consumer packaged goods (CPG), credit cards, automotive, and pharmaceuticals. The integration of data from multiple outcome providers into its proprietary VALID™ data and tech engine will allow for quicker and more precise insights into conversions following ad exposure on various platforms.

1. Enhancing Measurement Accuracy with VALID™

• Core Functionality: A pivotal element of VALID™ is the VideoAmp Commingled ID Graph, which consolidates online and offline identifiers from multiple sources into a unified graph. This approach acts as the connective tissue linking impressions, audiences, and outcomes.
• Improved Match Rates: By employing multiple datasets, VideoAmp's ID Graph achieves an average of 70% higher measurement match rates compared to single provider ID solutions, significantly enhancing the ability to reach and measure target audiences across different platforms.

2. Unlocking Scalable Outcome Measurement

• Josh Hudgins’ Insights: "These new capabilities unlock scaled outcome measurement for our clients, across verticals...allowing them to maximize the value of their media."
• Integration with Outcome Providers: Partnerships with providers like Affinity Solutions, Circana, Polk Automotive Solutions, PlaceIQ, and PurpleLab enable advertisers to evaluate conversions more accurately based on buying behaviors, thereby informing real-time campaign optimizations.

3. Real-World Success Stories

• CPG Brand Campaign: Earlier this year, a major CPG brand implemented data-driven linear campaigns using VideoAmp Advanced Currency, achieving an impressive +86% conversion rate when leveraging loyalty card data from Circana.
• Pharmaceutical Campaign Success: A leading pharmaceutical brand utilized health claims data from PurpleLab to execute data-driven linear campaigns, resulting in a +50% conversion rate compared to demo campaigns on the same networks.

4. Industry Impacts and Future Directions

• Understanding ROI in TV Advertising: Ted Sweetser, VP of Advertising Partnerships & Strategy at PurpleLab, emphasizes the new era of TV advertising where brands can better measure their investments and understand outcomes.
• Enhanced ROI Measurement: As more brands adopt VideoAmp's advanced capabilities, the role of Chief Marketing Officers (CMOs) will evolve, focusing more on tangible ROI and strategic media planning.

With its expanded advanced outcome measurement capabilities, VideoAmp is positioning itself as a leader in the media measurement landscape. By integrating robust data from various outcome providers, the company is enabling advertisers and publishers to derive actionable insights that drive performance and optimize media investments across multiple channels.