Press and Media

AudienceProject partners with SpotX to provide OTT measurement

SpotX launches new solution combining AudienceProject and TechEdge data capabilities to provide new insights into growing OTT audiences, including OTT’s incremental reach to linear TV

SpotX, the leading global video advertising platform, today announces the UK launch of SpotX MetriX, a cross-platform measurement solution created in partnership with the technology-based market research company AudienceProject and TechEdge, a leading supplier of research and planning tools for linear and non-linear TV consumption data.

The solution offers brands and their agencies unique insights into growing OTT (over-the-top) audiences. MetriX reporting will include demographic, household and socio-economic data for audiences accessed via the SpotX platform and can be leveraged through both direct and programmatic executions, with buyers able to use the DSP of their choosing.

Crucially, MetriX taps into AudienceProject’s unique integration into TechEdge which merges BARB TV panel data with AudienceProject’s online panel data. This enables advertisers to understand the incremental reach to linear TV driven by their OTT video activations.

As recent research from SpotX shows, 45% of internet-enabled and TV households watch CTV (connected TV), a form of OTT, on a regular basis, illustrating the shift to connected viewing. The insights gleaned from MetriX will offer a more comprehensive understanding of all video formats through an audience measurement report. The report is designed to provide verification of the value of advertising campaigns and inform future planning decisions.

Graeme Lynch, VP demand facilitation at SpotX says, “Universal measurement has long been the missing component in unlocking multi-channel advertising potential. OTT is growing enormously as audiences realise the benefits of watching TV in a more flexible, personalised way. However, for advertisers to support this growth, a solution was needed which shows how unique audiences behave across channels and platforms, especially linear TV. Our partnership with AudienceProject and TechEdge allows us to facilitate this level of reporting through our new solution, MetriX, while remaining privacy compliant.”

Henrik Lauritzen, CEO at AudienceProject adds, “OTT holds great potential with strong quality content and a brand-safe environment, coupled with ease of access for consumers. We are excited to be providing our real-time cross-platform measurement solution to SpotX, helping them set a new standard for campaign measurement on OTT. Measurement is the key that will open the door to the exceptional opportunities offered to everyone by OTT. Currently, formats such as CTV are not supported by a market standard or currency, which makes it challenging for buyers and sellers to agree on the amount and quality of the audience that is reached. This, in turn, makes the efficient planning of campaigns difficult. Ultimately, it leaves value on the table for publishers and clips the wings of media planners and buyers.”