TVSquared partners with AdImpact to measure reach, frequency and incremental reach for political connected TV ad campaigns

TVSquared, a global company in converged TV ad measurement and attribution, has partnered with AdImpact, a provider of ad intelligence data for fast, smart decisions, to offer real-time reach, frequency and, increasingly important, incremental reach metrics for political connected TV (CTV) ad campaigns.

TV viewers, not bound by time, location, platforms or devices, can consume content whenever, however and wherever they want. For advertisers, that means reevaluating their video media mixes to reach audiences “where they are.” In the case of political advertising, a long-time mainstay of linear, changing viewing habits has led to more ad spend being devoted to CTV. In fact, AdImpact has projected that $1.5 billion will go to CTV for the 2022 elections, across gubernatorial, Senate, House and down-ballot races.

With sophisticated audience analytics and targeting capabilities, CTV is a powerful tool to find, reach and engage with audiences that advertisers wouldn’t be able to with linear alone. Through their partnership, TVSquared and AdImpact offer political advertisers real-time, privacy-compliant analytics to:

Measure CTV impressions with the most accurate reach and frequency metrics, and hold publishers accountable for impression delivery and goals

Quantify incremental reach over linear and across platforms

Identify the point of diminishing returns (when audiences become overexposed) and optimal ad frequency

Find efficiencies, optimize campaigns to specific audiences and retarget them throughout the course of a campaign

Kyle Roberts, CEO, AdImpact: “Our partnership with TVSquared will bring a new set of performance metrics to political campaigns. We are allowing candidates to connect paid media to website and fundraising performance in real time, bringing an entirely new level of accountability and transparency to TV advertising.”

Bob Ivins, Chief Strategy Officer, TVSquared: “TV continues to reinvent itself and full cross-platform measurement is now table stakes for any advertiser – especially in the political space. With eyeballs moving from linear to streaming, and ad dollars following, advertisers want tools to consistently measure campaign reach, frequency and effectiveness across platforms. We are looking forward to working with AdImpact to do just that for political candidates and causes.”

www.tvsquared.com

www.adimpact.com

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