Ad intelligence data firm AdImpact has chosen its cross-platform measurement
partner for political linear and connected TV (CTV) campaigns.
Their choice — connected TV ad delivery and measurement platform Innovid.
The arrangement, says Innovid, allows AdImpact to use its “TVSquared by Innovid” platform, giving AdImpact advertisers ” a unified view” of their converged TV campaigns and real-time insights on reach, frequency, incremental reach and outcomes.
AdImpact notes, “As 2022 midterm election races heat up, political media strategists are recognizing the need to move beyond just broadcast and cable to reach voters with changing viewing habits. With $1.5 billion in ad spend projected to go to Connected TV during this year’s midterms (17% of total political ad spend), video mixes are more heavily relying on streaming advertising to find, reach and engage with targeted audiences across platforms and screens.”
The company’s CEO, Kyle Roberts, comments, “This is a crucial political cycle, and CTV will play an instrumental role in helping candidates and causes get their messages heard by the right people, at the right times and in the right places. With the TV video mix looking
very different from years past, having accurate, real-time measurement is critical. With the
TVSquared by Innovid platform, we have access to delivery and performance metrics
from linear and CTV in a single, unified solution, giving us granular insights into who was
reached, where, when, and how often.”
Bob Ivins, Chief Strategy Officer for TVSquared by Innovid, adds, “Understanding the unique reach of linear and streaming, and that overlap, have become increasingly important – and political advertising is no different. We are excited to support the measurement and analytics needs of candidates and causes during this political cycle.”
Note: References to “CTV” reflect connected TV and not the Canadian broadcast television network CTV.
