We are delighted to share this article that our partners at Claritas, the leading data-driven marketing company, wrote recently entitled 'How to Incorporate Fast-Growing Channels into Your Media Mix: A Look at Connected TV Advertising.'
Why do we want to share it? Well that's easy - Origin relies on the unique data and attribution measurement capabilities that companies such as Claritas provide us with to prove to our agency and brand clients that the solutions we have built for them work. And in this article, they share an example of what we mean by that.
However, instead of repeating everything written by their VP Marketing & Communications, Cort Irish, here is a very short summary of the article (including their mention of Origin) and at the end is a link for you to read it.
SUMMARY
Advertising is changing, and it is changing faster than marketers can keep up with. The days of old when a single brand strategy might last 6 months are over and they have been replaced by a need for advertisers to be agile, nimble and bold.
Nowhere is this fact more apparent than in the world of Connected TV (CTV to most of us), which begs the vita question - if you are not already on the CTV party train, should you be?
The answer for most lies in the data. And it is data that Claritas does like nobody else. 'Using our advanced data analysis tools and audience data, marketers can not only measure conversions but also link conversions to audience data. This allows them to see exactly how investments in fast-growing channels such as CTV are paying off.
For example, we recently partnered with Origin, a creative technology company that helps marketers create CTV advertisements that boost response, to measure just how effective the CTV channel has been at converting audience “eyeballs” into customers for Origin clients.
Through the use of the Claritas technology and identity graph, Origin and the Fintech client were able to directly attribute specific events and actions, like website visits and loan applications, back to the CTV media as the primary driving factor or as a contributing factor as compared to other channels included in the media mix.'
To read the full article:
Origin is an award-winning creative technology company whose zero code TV advertising solutions have reshaped the way marketers captivate and communicate with consumers inside and outside the home.
Fusing pioneering CTV ad formats with proprietary technology and direct media partnerships that span the streaming ecosystem, Origin's solutions are embraced by brands, agencies and platforms who are seeking to deliver a stronger storytelling experience to their audience.
Founded by media veterans Fred Godfrey and Stephen Strong, Origin is driven by a relentless belief that the time has come to challenge tradition and enrage the status quo. Learn more at www.originmedia.tv.