DPG Media and Brand Metrics have announced the launch of solution in the measurement of CTV advertising for DPG Media’s streaming platform, VTM GO.
The new solution allows advertisers on VTM GO to measure the brand lift effect of campaigns in real time, without the need for traditional research panels, added the company.
The solution leverages a custom VAST ad tag, seamlessly integrated into the video player, to deliver real-time brand lift measurement directly within the CTV environment, the company continued.
Brand Metrics says this approach measures the frequency and time of campaign exposure, and then delivers a single question directly to the user’s CTV device, enabling instant response via their remote.
Each measurement delivers campaign results across four key brand outcomes – awareness, consideration, preference and action intent – data that is of crucial importance to advertisers and agencies.
According to DPG Media its streaming platforms are attracting more viewers than ever. Not only are more people watching, but they are also increasingly opting for the most optimal viewing experience – first screen. Following the launch with VTM GO, DPG Media says it is preparing to roll out this solution across the rest of its portfolio. RTL Play, a streaming platform in the southern region, is next in line.
Anders Lithner, Brand Metrics CEO commented: "Having measured over 40,000 campaigns, Brand Metrics has always been committed to proving the impact of digital advertising on brands. We are therefore delighted to announce this exciting partnership with DPG Media, proving that broadcasters and media owners can now also measure CTV campaigns directly on the device, thereby helping us move towards a more transparent and addressable ecosystem."
Stefan Havik, CDO at DPG Media Group, added: “Connected TV combines the impact of television with the precision of digital advertising. With our new interactive brand lift surveying product, DPG Media allows advertisers and agencies to better understand the impact of this channel, making it more accountable than ever before.”
DPG Media and Brand Metrics say they are both excited about the future, where CTV effectiveness is continuously monitored and reported against business KPIs that align with marketers’ goals, whether that's building awareness, preference or purchase intent.
This marks the beginning of a new phase for CTV, where addressability becomes increasingly available to campaigns of all sizes, added Brand Metrics.
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