NEW YORK — Ad measurement company VideoAmp is teaming up with real-time audience and insights specialist Captify for an integrated product designed to provide “scalable, identity-based search lift measurement” linking household-level ad viewership with real-world search behavior.
The launch marks VideoAmp’s first integration with a search outcomes provider, adding to the existing integrations VideoAmp has with providers of Outcomes data for Auto, CPG, Healthcare, Retail and many other vertical markets.
Specifically, a combination of VideoAmp’s VALID “big data” and technology engine with Captify’s search intelligence.
Captify’s engine uses machine learning and natural language processing to
understand the context behind every search. For instance, if someone searches for “Malibu,” Captify’s engine can determine whether they’re researching a vacation to California or looking to buy a Chevrolet.
For VideoAmp, tying these search results directly to VideoAmp’s VALID identity graph “delivers a high level of measurement efficacy showing an ad’s effectiveness at driving user interest.”
For Emily Kistner, Senior Director of TV Strategy at Captify, “On-site search captures genuine interest and intent. In today’s digital-first world, search is often the first step on the path to purchase. Studies have consistently shown that search lift has a stronger
correlation with actual sales than brand lift metrics. When people search for your brand, they’re actively entering your marketing funnel. They’re demonstrating intent, and identifying intent is what drives business results. Our integration with
VideoAmp enables marketers to track these powerful signals with unmatched accuracy and speed.”
