LiveRamp’s customers are increasingly onboarding data into channels beyond traditional display advertising, including mobile, search, measurement, and site personalization. We are pleased to announce a new channel that our customers can integrate their data into: Video. Our new integration with Videology allows marketers to use onboarded data to better target in-stream video ads.
“First-party data will play an integral role in the future of addressable video advertising. But the ability to activate it quickly, at scale, and in line with the way that customers are using media is often the missing link,”
said Scott Ferber, Chairman and CEO, Videology. “The ability to combine advertisers’ proprietary data with the tried-and-true planning strategies of television is a huge advancement for marketers. Working with a best-in-breed company like LiveRamp to help make these connections possible is exactly the type of innovation that our platform clients are counting on us to deliver.”
“LiveRamp is excited to partner with Videology to allow marketers to use their customer data for in-stream video targeting,” said Auren Hoffman (pictured), CEO of LiveRamp. “We want to enable brands to use their marketing data such as purchase history, CRM, and direct marketing assets across all marketing channels, and in this case, across all screens, to drive the ROI of their media campaigns.”
Campaigns using 1st-party data, especially data tied directly to purchasing behavior, often show stronger brand and sales lift results than those using more general or syndicated segments. For instance, a recent analysis of video advertising showed that audience targeting strategies based on purchase data performed 20% better in driving sales lift than demo targeting alone.
“Brand advertisers are sitting on a tremendous amount of customer data. The challenge is to use that data in a way that augments and adds measureable value to their media plans,” said Vik Kathuria, Managing Partner, Digital Investment, MediaCom. “We have seen the value that third-party data brings to digital media, and fully support the effort to bring this same accessibility and ease-of-use to advertisers’ own data, particularly as it applies to video.”