VideoAmp Integrates with TransUnion’s TruAudience Marketing Solutions Business to Offer Unmatched Marketing Attribution Capabilities and Media Plan Optimization
31 Mai 2023 - 03:00PM
Business Wire
VideoAmp and TransUnion® (NYSE: TRU) have joined forces to
release a comprehensive analytics solution for cross-platform media
measurement and optimization. Marketers will now have even more
accurate visibility into the effectiveness of their linear
television advertising by integrating VideoAmp's TV viewership
dataset with the TruAudience® marketing analytics and attribution
solution.
The integration enables marketers to measure the impact of their
campaigns across TV and digital channels, connect their media
placements to purchase behavior, and use these media effectiveness
insights to optimize media and creative placements, budget
allocation, and audience targets. These comprehensive measurement
outputs are fed into VideoAmp's platform for real-time algorithmic
media plan optimizations, allowing marketers to continually
optimize their campaigns for improved effectiveness.
“The integration between VideoAmp and TransUnion provides me and
my team with a holistic understanding of Papa Johns consumers and
the best ways to reach them. Having access to VideoAmp’s datafeeds
not only bolsters our model, but we get a richer understanding of
how our media is impacting the entire consumer journey. That
ensures we don’t over or under-credit certain channels and that we
make the smartest decisions possible with our media spend,” Chris
Hawk, Director, Media Strategy & Investment Performance, Papa
Johns.
The VideoAmp platform generates tactical recommendations for
media plans that are optimized to achieve specific marketing goals
throughout the campaign lifecycle, such as driving conversions or
increasing brand awareness. These recommendations are
algorithmically generated and based on measurement data, providing
an automated way to continually optimize campaigns for maximum
effectiveness. VideoAmp’s advertising platform consolidates
existing services and fragmented software tools into a single
offering. As a single application that connects media buyers, media
sellers and their technology and service providers, its suite of
capabilities is designed to power advertising workflows most
effectively.
TransUnion’s suite of TruAudience marketing solutions powers
data-driven marketing and measurement with a suite of
privacy-enhanced identity resolution, data enrichment, audience
targeting, and advanced measurement solutions. TransUnion’s
identity graph platform (previously known as OneID™ from Neustar),
enables TruAudience marketing solutions clients to continuously
cleanse and enrich their consumer data to improve the accuracy and
relevance of clients marketing and measurement activities.
"The integration of VideoAmp linear data into our suite of
powerful marketing attribution and investment optimization
solutions will help marketers measure and improve the incremental
impact of this incredibly important channel,” said Michael Schoen,
EVP of Marketing Solutions at TransUnion. “At TransUnion, we’re
making marketing analytics and data science exponentially more
accurate and actionable for marketers, and this partnership is a
great addition to our unique combination of identity-based data and
media-spanning integrations.”
The ability to generate actionable recommendations for media
plan optimizations based on the insights from both TransUnion’s
marketing attribution platform and VideoAmp data enables marketers
to make more informed decisions about how to best allocate their
budgets.
"We're thrilled to be working with TransUnion to unlock value
for advertisers. This integration will provide marketers with a
holistic view of their advertising performance, enabling them to
make data-driven decisions and optimizations that drive better
outcomes that connect directly into their media plans. Together, we
can help brands better understand the impact of their advertising
efforts and optimize their campaigns for maximum effectiveness,"
Michael Parkes, President, VideoAmp.
VideoAmp’s advertising platform consolidates existing services
and fragmented software tools into a single offering. As a single
application that connects media buyers, media sellers and their
technology and service providers, its suite of capabilities is
designed to power advertising workflows most effectively. With
VideoAmp’s currency-grade data and solutions, clients are able to
tap into advanced audiences and real-time insights to plan,
optimize and measure reach and frequency across screens.
About VideoAmp
VideoAmp is an advertising measurement, planning and
optimization platform increasing the value of advertising by
redefining how media is valued, bought and sold. Our platform
automates advertising workflows, deduplicates audiences across
traditional TV, streaming video, digital media and walled gardens
and connects media exposures to an advertiser’s sales. By unlocking
new value for the entire ecosystem, our platform allows brands,
agencies and ad sellers to align on VideoAmp’s independent
measurement as a new media currency to transact against. We are
powering a more effective three-way value exchange that is built to
increase the return on media investment for advertisers, increase
revenue for ad sellers and provide a better viewing experience for
consumers. VideoAmp is headquartered in Los Angeles and New York
with offices across the United States. To learn more, visit
videoamp.com
About TransUnion (NYSE:TRU)
TransUnion is a global information and insights company with
over 12,000 associates operating in more than 30 countries. We make
trust possible by ensuring each person is reliably represented in
the marketplace. We do this with a Tru™ picture of each person: an
actionable view of consumers, stewarded with care. Through our
acquisitions and technology investments we have developed
innovative solutions that extend beyond our strong foundation in
core credit into areas such as marketing, fraud, risk and advanced
analytics. As a result, consumers and businesses can transact with
confidence and achieve great things. We call this Information for
Good® — and it leads to economic opportunity, great experiences and
personal empowerment for millions of people around the world.
http://www.transunion.com/business
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version on businesswire.com: https://www.businesswire.com/news/home/20230531005127/en/
Stephanie Doennecke, VideoAmp stephanie@videoamp.com
Brittany Tibaldi, KCSA btibaldi@kcsa.com
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