VideoAmp's Campaign Optimizer and the "Democratization of Data"

I expect to be writing about crossplatform ROI optimization a lot as more of the leaders step forth in this field in 2021 I39ve had a sneak peek at a number of new alwayson crossplatform ROI optimization technologies which I39ll be able to write about in upcoming articles You39ll definitely want to take a look at all of the technologies I write about here as they will be the best of the best and to decide which one is right for you and how they compare with your current workflow processes Since this wave of ROI optimizers will be worldchanging you39ll want to stay abreast of the cutting edge and take advantage of opportunities to be alpha or betatesters so you get your own invaluable handson experience with this quantum leap in adtechVideoAmp has been one of the pioneers in taking reach optimization to the next level looking at reach and frequency optimization alongside conversion optimization Advertisers no longer have to choose between audience analytics vs ROI analytics they can have it all What makes VideoAmp39s advancements even more unique is their goal of shifting the power and access to these types of insights from data science teams to the average employee Or what they call the quotdemocratization of dataquotYou may know that VideoAmp has one of the largest US settop box and smart TV datasets and you might recall that VideoAmp acquired multitouch attribution MTA supplier Conversion Logic Put these two together with a lot of great thinking and you have VideoAmp39s latest selfservice solution Campaign OptimizerTRA was the first of these and used quotIndex of Heavy Swing Purchasersquot as the weight on reachfrequency which quotpredicted ROIquot That one predictor beat all the others TRA tested over several years ARF and a raft of bluechip brands validated this approach with a threeyear ARF research review and the clients39 own testsVideoAmp39s Campaign Optimizer goes beyond traditional multitouch attribution which is digital only providing clients with tools to measure performance across linear TV OTT and digital channels identify converting audiences and plan against available inventory to buy more of what39s working The holistic solution enables inflight optimization of media investments against any audience for optimal crosschannel reach and frequency as well as fullfunnel attribution Campaign Optimizer uses consensual industry MTA algorithms as the means of understanding what should be done inflight for digital and scatter as well as subsequent campaignsAs you may know the MTA controls are essentially how much weight to give first touch last touch and all the touches in between In Campaign Optimizer setting these controls is easy and quick for the userThe research the user needs to do to set these controls correctly is a separate workstream Most practitioners have been working on sussing out what these generalized quotjourney touchpoint attribution credit weightsquot are in their own businesses No broad generalizations have been made across product categories to our knowledge We will share same as soon as they come into viewVideoAmp views the ease of use of Campaign Optimizer as the democratization of data putting the power and understanding of data in the hands of planners and buyers freeing up data science teams to focus on loftier projects The average planner or buyer and their client can go into the platform use the dashboard and be able to look at the same data VideoAmp intends this to create a consensual level of confidence in attribution that is currently unmatched With its large commingled tv viewership dataset it provides advertisers with the right data to model and make decisions off ofVideoAmp also allows clients to select which attribution model the distribution of weights should be applied as well as their own attribution window how long after exposure should sales be partially credited to that exposure which allows clients the flexibility they need to make better campaign investment decisions They see this as a step in the right direction of having the entire industry coalescing around a single truth for reach frequency and conversionTo me all babies are beautiful and so are all methods of optimizing a media campaign VideoAmp will continue its good work on proving the representativeness of its sample and agreement with various currencies of media and purchase data and will as a result be on the learning schedule of most practitioners In fairness Marketing Evolution the new Comscore with TransUnion TruOptik Neustar Analytic Partners 605 Nielsen NC Solutions Kantar and others are all in this noble race called Crossplatform ROI Optimization and so there will be a lot of action not only in 2021 It only starts in 2021 Campaign and Branding Optimization are the upcoming eraEven the media are building them More on this to comeClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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VideoAmp's Campaign Optimizer and the "Democratization of Data"

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Bill Harvey

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VideoAmp's Campaign Optimizer and the "Democratization of Data"

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