Videology debuts new measurement service
Toronto-based advertising software company Videology has introduced a new service called the "Impact Suite" to the Canadian market. The service consists of a collection of video advertising measurement studies and tools relating to connected television as well as online and mobile video. These are intended to assist advertisers measure the brand impact of their campaigns. According to the company, they include message recall, awareness, purchase intent and brand favorability, as well as website visitation, on-site searches and sales conversion.
"There is a growing desire to measure campaign performance against business outcomes," said Aleck Schleider, senior vice-president of client and data strategy at Videology. "Video convergence and the ability to bring more data across all screens, including the TV screen, is driving this trend. Where there is data, there is the expectation of more precise measurement. We allow marketers to quantify the impact of their video advertising on real results, whether their objective is a lift in awareness, or an increase in conversions, or something in between."