April 8, 2014 - April 8, 2014 -New York, NY -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, today 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 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.
Most recent headlines
04/08/2024
Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....
03/06/2024
Dalet, a leading technology and service provider for media-rich organizations, a...
29/04/2024
(L-R) Mark Gatiss and Polly Walker on set
Monday 29 April 2024 Further casting is now confirmed for Bookish (6x70), a brand-new drama created by Emmy Award-wi...
29/04/2024
A groundbreaking initiative offering training and mentoring to 30 women journali...
29/04/2024
Even though we've been doing this for over 40 years, a spark of excitement r...
29/04/2024
L3Harris is delivering manpack radios to U.S. Army CH-47 Chinooks as part of the Air-to-Ground Networking Radio program, providing seamless, resilient communica...
29/04/2024
He writes in Defense One: Despite the near-universal acknowledgement throughout the U.S. government and defense industrial base of the criticality of resilient ...
29/04/2024
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({ content_source:......
29/04/2024
Codemill aims to revolutionize media workflow efficiency at this years NAB Show by introducing Just-In-Time (JIT) playback technology in Accurate.Video Validate...
29/04/2024
April 29, 2024
-- TF1 Chooses Broadpeak to Power Targeted Advertising for New...
29/04/2024
LOS ANGELES Allen Media Group (AMG) has partnered with LG Electronics to bring 223 Local Now FAST channels to LG's free streaming service, LG Channels, avai...
29/04/2024
OTTAWA Ross Video has announced the introduction of Raiden, a data-driven weather graphics software that combines data gathering, processing, and visualization ...
29/04/2024
Panalux, a leading rental provider of lighting and power solutions for the motion-picture industry and part of Panavision's end-to-end service offerings for...
29/04/2024
Cobalt Iron Inc., a leading provider of SaaS-based enterprise data protection, today announced that it has received a patent on its technology for dynamic autho...
29/04/2024
SDVI, the leading platform provider for cloud-native media supply chains, today announced that Rally Access Workstation, a fully managed solution for editing in...
29/04/2024
Premier Sports, a premium sports broadcaster, has selected QuickLink's Remote Commentary solution for introducing professional, high-quality remote commenta...
29/04/2024
Glookast has chosen Jigsaw24 Media as the only UK channel partner to represent their portfolio of ingest and workflow optimisation products. The agreement, sign...
29/04/2024
Clear-Com played a pivotal role in the seamless coverage of the recent solar eclipse on April 8, 2024. Leveraging its cutting-edge Eclipse HX Digital Matrix i...
29/04/2024
PlayBox Neo will promote its complete range of television channel management, graphic branding and playout solutions to EMEA region media content owners and bro...
29/04/2024
Lingo, RuPaul's word-twisting game show, returns for season two on CBS Friday, May 24. Two episodes air that night, and stream on Paramount Plus, too....
29/04/2024
ESPN and Amazon Prime Video are reportedly close to scoring television rights to the National Basketball Association, according to published reports....
29/04/2024
Judge Judy and Hot Bench, CBS Media Ventures' genre-leading court shows, have been renewed through the 2025-26 TV season in more than 95% of the country, Gr...
29/04/2024
Premier Sports, an Irish-based premium sports broadcaster, has selected QuickLink's Remote Commentary solution for introducing professional, high-quality re...
29/04/2024
The awards celebrate the craft of behind-the-scenes TV talent and the best programmes of 2023
By Matthew Corrigan
Published: April 29, 2024
The awards cel...
29/04/2024
The team at Milk had to create and deliver the VFX and environment work for the royal residences featured in the drama from scratch
By Jenny Priestley
Publis...
29/04/2024
CEO Bob Bakish is expected to leave the company as early as today, with a new leadership committee likely to run the company on an interim basis
By Jenny Pries...
29/04/2024
Albena Ivanova, director, media and entertainment and strategic products at CHAOS talks to TVBEurope about her route into the industry
By TVBEurope Staff
Pub...
29/04/2024
The acquisition gives Grand Technix the opportunity to expand its footprint in the audio visual and broadcast technology sectors
By Jenny Priestley
Published...
29/04/2024
29 04 2024 - Media release Screen Australia announces James J. Robinson's debut feature First Light
First Light
Principal Photography is underway on Firs...
29/04/2024
Capitol Broadcasting recently became the inaugural company honored with inductio...
29/04/2024
April 29th, 2024 UNINTERRUPTED AND TRIBECA ENTERPRISES PARTNER FOR SECOND-ANNUA...
29/04/2024
Rebrand and refresh: SailGP talks bringing its graphics operations inhouse for a...
29/04/2024
Reflecting on a Storied Career: Sean McManus Looks Back While Keeping an Eye on ...
29/04/2024
Drones Take Flight Inside MSG: How Sky Candy Studios is Upping the Excitement fo...
29/04/2024
Back to All News
Netflix Announces a Diverse Lineup of Polish Titles to Debut i...
29/04/2024
Tonight on Smoke and Mirrors: Fanyana feels embarrassed about his sexual mishapDon't miss Monday, 29 April's riveting episode of South African soapie Sm...
29/04/2024
Talk about commitment. When startup SEA.AI, an NVIDIA Metropolis partner, set out to create a system that would use AI to scan the seas to enhance maritime safe...
28/04/2024
Mediahaus delivers the first SRT live-streaming sports production over 5G with U...
27/04/2024
On April 26, L3Harris Chair and CEO Christopher E. Kubasik joined CNBC's Mor...
27/04/2024
PORTLAND, Oregon Audinate Group Limited, the developer of the Dante AV-over-IP solution, announced significant new additions to Dante Connect, its cloud-based D...
27/04/2024
TORONTO Bell Media has launched 10 English and French-language FAST channels featuring entertainment, factual, news, and sports programming. The new free stream...
27/04/2024
An extensive new analysis of the news segments in the broadcast evening news programs of ABC, CBS, NBC and PBS has found that broadcasters devoted most of their...
27/04/2024
GERMANTOWN, Md. EchoStar's Hughes Network Systems has opened a new manufacturing facility and private 5G incubation center in Germantown, Maryland....
27/04/2024
Harry Pappas, one of three brothers who founded Pappas Telecasting Companies in 1971, died April 24. He was 78 years old....
27/04/2024
ATLANTA and LONDON Mexican telecommunications and broadcast company Televisa has selected Synamedia for an overhaul of its broadcast distribution....
27/04/2024
Participate in the Survey - The Impact of AI on Media and the Creative Industry
Pascal Wagner April 26, 2024
0 Comments
By participating in this surve...
27/04/2024
SDVI Rally Access Workstation Earns Two Top Awards at 2024 NAB Show
Brie Clayton April 26, 2024
0 Comments
SDVI, the leading platform provider for clo...
27/04/2024
Berklee's Music and Health Institute Launches Community Health Musician Cert...
27/04/2024
Charter Communications reported higher first-quarter profits despite continued cord-cutting and competition for broadband customers....
April 8, 2014 - April 8, 2014 -New York, NY -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, today 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.
