Ampersand launches new multi-screen TV campaign tool
Ampersand, a TV ad sales and technology company owned by Comcast, Cox and Charter, has released its Total TV Measurement tool to help advertisers and agencies get a more consolidated analysis of their multi-screen campaign investments.
A new version released Thursday describes the new tool as being able to measure deduplicated range and frequency for all audience-based media broadcasts, whether sold through Ampersand. Information on the scope, frequency and expenditure in relation to local broadcast investments is also available.
The Total TV Measurement tool can then use this information, derived from data from 40 million set-top boxes, to activate Ampersand’s entire TV offering and improve the efficiency of the overall TV investment.
According to Ampersand, this would help brands better understand whether their target audience is underserved or over-served.
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“One of the biggest problems for marketing managers in today’s fragmented television landscape is the difficulty of managing frequencies in the service of a more effective multi-screen television investment strategy,” Ampersand chairman Andrew Ward said in a statement. “We’re excited to offer our Total TV analytics and measurement package to help advertisers finally understand who they under-serve or over-serve as part of their investment in multiscreen television.”
“Ampersand’s Total TV metric has enabled RPA and our customers to access multi-screen information, which was not previously possible,” said Brian McCord, senior vice president and executive director of media strategy at RPA, a Santa Monica-based advertising agency. “The learnings have been instrumental in our strategic planning team, enabling them to plan the most effective and efficient campaigns that generate real business results for our clients. RPA uses this tool to navigate the schedule on all TVs to ensure that we understand the unique audience of our target audience and can collaborate with our investment teams accordingly. “
Ampersand’s Total TV Measurement tool is currently available as a managed service, but is expected to be released soon on its multiscreen TV shopping, planning and measurement center, AND Platform.