VideoAmp on Wednesday launched TV Viewership Audiences, which is designed to make audience-based buying easier for advertisers. LiveRamp powers the product.
The software lets advertisers access custom audiences created from automatic content recognition and set-top box viewership data. VideoAmp creates the segments, which are accessible in LiveRamp’s data store. VideoAmp customers can use these segments for media planning and measurement.
“The combination of this new type of TV data asset with very rapid distribution through [LiveRamp’s] data store … is an exciting development in the market,” VideoAmp’s chief strategy and business officer, Jay Prasad, told AdExchanger.
Omnicom Media Group is among TV Viewership Audience’s first users. It currently has parts of the product and has plans to roll it out among the brands within OMG.
“What we’re trying to do with VideoAmp is help our clients figure out what data to use in Omni, our people-based marketing platform, to identify the targets that we want,” Omnicom Media Group’s chief research officer, Jonathan Steuer, told AdExchanger. “We want [our clients] to find the people they care about and match that against TV viewership and adjust their media plan [accordingly].”
VideoAmp has collaborated with LiveRamp in the past. Since VideoAmp acquired Boston-based data processor IronGrid in July, it’s been looking for ways to add to its TV data set, Prasad said.
VideoAmp and LiveRamp hope the tool will help advertisers move beyond proxy-based buying on age and gender, opting for “people-based buying” instead.
“In this ‘unreachables’ world where half of millennials aren’t watching any traditionally Nielsen-measured television, it’s really important to understand if you’re overdelivering to the half that are watching TV or if you’re getting different ones,” Steuer said. “It’s important to know how you’re spreading your ad dollars around.”
