Extreme Reach, a company that delivers video commercials to broadcasters, as well as serving those same ads online, has a new ad serving platform that gives combined metrics from online and TV.
Company executives claim their platform is the only one of its kind on the market and that the power of the technology could help broadcasters and advertisers determine how TV is impacting the performance of online video and vice-versa.
“When ads run on TV, as well as online, you get higher engagement and better performance,” says Dan Brackett, Extreme Reach CTO.
“Prior to what we’re doing today, advertisers have to try and cobble together the information from sources like Nielsen. We can track up to the hour basically of how things are going and give buyers and planners more immediate feedback.”
Tracking metrics of videos online has been the easy part. Doing the same with commercials that play on live TV is another story.
Extreme Reach takes a page out of the Shazam playbook — the popular app that tells users which song is playing on the radio. When ads come out of the distribution chain, Extreme Reach fingerprints them and captures a unique audio signature.
The company sets up listening stations to listen to the various broadcasts and detect when an ad plays, then registers it into a database.
Data from both medias —TV and online — are combined to give a holistic view on how those ads performed across the different mediums. That could be the valuable part for broadcasters, says Brackett.
“This could allow broadcasters to sell cross-media buying packages — up fronts offering combined online and TV packages and potentially see how effective their ads are on both platforms,” he says.
“Sales might be trying to tell advertisers to spend their money online, but maybe that’s not the case. This gives hard data to back it up.”