Partners with VideoAmp in Additional Pilot Test
NEW YORK (November 1, 2021) — The ANA today announced that it will conduct a pilot test with software and data company VideoAmp as the next step in the trade association’s continuing effort to develop a privacy-preserving cross-media measurement solution for the industry.
The ANA’s Cross-Media Measurement (CMM) initiative is a marketer-led industry initiative that seeks to unlock value for all stakeholders and to deliver an improved ad experience for audiences through transparent measurement. The project is an ANA strategic priority designed to improve advertiser decision-making and is also championed by the ANA board and the ANA’s Global CMO Growth Council.
The VideoAmp pilot is focused on testing the use of Virtual ID (VID) for U.S. television. The overall goal is to test and learn more about the VID process to produce cross-media reach and frequency metrics for an advertising campaign. VideoAmp’s component pilot will test and evaluate approaches to the VID model and compare the results produced by the different methodologies.
“The goal of the VideoAmp component pilot is to quantitatively assess the cross-screen reach and frequency of advertising campaigns using different approaches to the VID model and examine which derive higher accuracy for TV reach and frequency curves,” said Nathalie Bordes, EVP of Measurement for Marketers at the ANA. “This partnership represents an important milestone in the development of the cross-media measurement solution.” Bordes added that ANA expects to be in market with an end-to-end CMM pilot late in the second quarter of 2022.
“Cross-platform reach and frequency measurement is a top priority for marketers, but the methodology employed must give fair credit to TV, walled-garden, and other digitally-delivered ads. VideoAmp is excited to work with the ANA to help develop such an approach by combining our video measurement expertise with our unique contributions to the VID codebase,” said Jonathan Steuer, EVP of TV Strategy and Currency at VideoAmp.
The ANA’s pilot test with VideoAmp is part of a series of component pilot tests the ANA is conducting with multiple partners to gain insight into measurement component methodologies through research and experimentation. Each of the component pilots will provide essential details and information regarding the infrastructure needed to develop and implement an integrated pilot. The most recent such pilot was apartnership with Comscore announced in June. Future component pilot tests for the CMM initiative include contextual content value testing and assessment of quality dimensions of impressions.
The CMM project brings together advertisers, TV networks, digital publishers, and large digital platforms to create a cross-media measurement solution. The focus is on creating a transparent system of measurement that restores essential metrics of campaign measurement and provides complete measures of all ad exposures, including deduplicated reach and frequency across all platforms.
The effort is focused on building a privacy-preserving infrastructure to collect first-party ad impression and content data for measurement purposes. The objective of this approach is to preserve the privacy of audiences and related data while enabling granularity of measurement for stability and longevity as media choices evolve. Goals include:
- Delivering a complete and transparent view of ad exposure across all media
- Enabling planning and optimization for deduplicated reach and frequency across all media channels to improve efficiency and audience experiences and reduce waste in ad spend
- Providing the ability to evaluate the complete and cumulative effects of a campaign across all media channels and devices, including the value of specific media channels
- Improving precision of decision-making, leading to greater ROI and value across all effectiveness measures.
ABOUT THE ANA
The ANA’s (Association of National Advertisers) mission is to drive growth for marketing professionals, brands and businesses, the industry, and humanity. The ANA serves the marketing needs of 20,000 brands by leveraging the 12-point ANA Growth Agenda, which has been endorsed by the Global CMO Growth Council. The ANA’s membership consists of U.S. and international companies, including client-side marketers, nonprofits, fundraisers, and marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). The ANA creates Marketing Growth Champions by serving, educating, and advocating for more than 50,000 industry members that collectively invest more than $400 billion in marketing and advertising annually.
VideoAmp is a media measurement software company creating a more sophisticated data-driven advertising ecosystem that redefines how media is valued, bought and sold. Our platform unifies audiences across traditional TV, streaming video and digital media with the ability to connect media exposures to an advertiser’s sales. By unlocking new value for the entire landscape, our platform allows the world’s largest advertisers, agencies and media sellers to align on VideoAmp’s independent measurement as a multi-platform media currency to transact against.We are transforming a 100-year-old industry by powering a more effective three-way value exchange that results in increasing the return on media investment for advertisers, increasing revenue for publishers and providing a better viewing experience for consumers. VideoAmp is headquartered in Los Angeles with offices across the United States. To learn more, visit videoamp.com.
Director of Communications