Partnership will enable Pixability to provide comparable measurement for both CTV and YouTube on CTV for the first time
Boston, Mass. — Pixability (www.pixability.com), a leader in AI-driven contextual targeting, brand suitability and performance on CTV, including YouTube, today announced that it has partnered with LoopMe to deliver better audience measurement capabilities for advertisers who are buying cross-platform CTV.
As viewership continues to shift to CTV, media buyers are increasingly including YouTube as a part of their CTV buys. However, it has been a challenge to compare the performance of traditional CTV inventory with that of YouTube. The partnership with LoopMe, a leading technology company that uses artificial intelligence (AI) to improve and measure brand advertising performance, will now allow advertisers to do the following:
- Holistically measure and compare performance across CTV platforms compared to. performance on YouTube CTV
- Optimize CTV campaigns + identify key audience insights
- Track awareness, consideration and intent to extract user insights and optimize brand sentiment across platforms
- Learn more about how audiences engage with CTV campaigns and leverage those insights to inform current and future campaigns
With video and streaming TV consumption rapidly changing, brands must be present across CTV publishers and platforms to provide an omnichannel experience for consumers. Measuring the optimal exposure frequency cross-platform is crucial, but making live optimizations based on the audience exposure and brand lift means superior campaign performance. With the new partnership, LoopMe can track uplift and favorability across CTV platforms, like Hulu and Roku, in their real-time dashboard and Pixability can combine that with YouTube CTV’s native brand lift measurement to take action while the campaign is running to ensure real-time optimization based on holistic performance.
“LoopMe’s measurement solutions provide invaluable insight into audience response to CTV campaigns. Coupling that with Pixability’s contextual targeting technology, which puts ads on the right CTV content, means we can target the right audience at the right time with the right campaign frequency.” commented Theresa Go, VP Platform Partnerships, Pixability.
YouTube’s CTV audience has grown exponentially in the last several years and now represents 52% of ad-supported CTV views according to Nielsen, delivering the broadest reach on the big screen. As a result, brands are looking to run more unified CTV campaigns across YouTube CTV and other CTV platforms and, accordingly, consistent measurement across platforms has become even more critical. YouTube first entered the CTV marketplace in 2018, with Pixability as an alpha partner providing CTV reporting for the platform. Since launching, Pixability has adopted Google’s native lift reporting while also testing other CTV lift measurement partners.While YouTube provides robust measurement capabilities, it has been a challenge to compare the performance of other CTV inventory with that of YouTube. LoopMe provides the best and most consistent campaign lift measurement solutions for CTV that correlate to YouTube’s measurement.
”We are thrilled to partner with Pixability to provide new measurement solutions that enable brands to access actionable brand lift measurement across CTV platforms,” said Rob Cukierman, GM of Product Strategy and Commercialization, LoopMe. “This is a big step in the right direction for scalable brand outcomes optimization and measurement for CTV.”
“The ability to understand how the YouTube portion of our campaign performed against “traditional” CTV platforms was eye opening for us”, said Laura Ries, Group Director, Media + Connections, R/GA, “it’s enriched our media planning and how we determine the best strategies for our clients”
“As the importance of YouTube grows as a CTV platform, we understand how important it is for advertisers to be able to measure it in the context of other CTV platforms,” said David George, CEO, Pixability. “We believe LoopMe is the best partner for this and we’re excited to together lead this conversation about cross-platform CTV measurement and further highlight the role of YouTube within that today.”
Pixability is the leading AI-driven technology company that empowers the world’s largest brands and their agencies to maximize the value of their video advertising across YouTube and CTV. Leveraging its proprietary technology platform and data, Pixability makes every video impression matter by identifying contextually relevant, brand suitable inventory and maximizing cost efficient outcomes. Pixability’s suite of solutions are used by the top media agencies including Dentsu, Interpublic Group, Omnicom, Publicis, and GroupM, and brands such as KIND, McDonalds, Salesforce and Puma. For more information about Pixability, please visit www.pixability.com.
LoopMe is a technology company that uses artificial intelligence (AI) to improve brand advertising performance and outcomes. LoopMe was the first to apply AI to brand advertising and its Intelligent Marketplace, finding solutions to industry challenges that haven’t previously been solved. With consumer insights and AI at its core, LoopMe makes brand advertising better, outperforming industry benchmarks for leading global brands. Our vision is to change advertising for the better, by building technology that will redefine brand advertising. LoopMe was founded in 2012 and is headquartered in London with global offices across New York, Atlanta, Boston, Chicago, Dallas, Denver, Detroit, Dnipro, Hong Kong, Kansas City, Krakow, Los Angeles, Nashville, Manchester, Miami, Minneapolis, San Francisco, Singapore, Sydney, Tokyo, and Toronto. For more information, please visit www.loopme.com.