VideoAmp Adds Data From SiriusXM, National CineMedia to Audience Planning Tool
#VideoAmp #SiriusXM #National CineMedia #audience planning #advertising #data partnerships #media measurement
📌 Key Takeaways
- VideoAmp integrates SiriusXM and National CineMedia data into its audience planning platform.
- The addition enhances audience targeting capabilities for advertisers and media planners.
- This move expands VideoAmp's data partnerships to improve cross-platform measurement.
- The tool aims to provide more comprehensive insights for media buying decisions.
📖 Full Retelling
🏷️ Themes
Advertising Technology, Data Integration
📚 Related People & Topics
National CineMedia
American cinema advertising company
National CineMedia, Inc. (NCM) is an American cinema advertising company. NCM displays ads to U.S. consumers in movie theaters, online and through mobile technology.
VideoAmp
Media measurement company
VideoAmp is an advertising technology and media measurement company that provides services to advertisers to help them plan, optimize and measure media investments across platforms. They join Nielsen and Comscore as national TV currency companies as certified by the U.S. Joint Industry Committee (J...
SiriusXM
American radio broadcasting corporation
SiriusXM Holdings Inc., commonly referred to as SiriusXM, is an American broadcasting corporation headquartered in Midtown Manhattan, New York City, that provides satellite radio and online radio services operating in the United States. The company was formed by the 2008 merger of Sirius Satellite R...
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Deep Analysis
Why It Matters
This news matters because it represents a significant expansion in cross-platform audience measurement capabilities, affecting advertisers, media companies, and data analytics firms. VideoAmp's integration of SiriusXM and National CineMedia data creates a more comprehensive view of consumer behavior across streaming audio, cinema advertising, and traditional TV. This development helps advertisers optimize their media spending by understanding audience engagement across multiple channels, potentially increasing advertising effectiveness and ROI. The move also intensifies competition in the measurement space against established players like Nielsen and Comscore.
Context & Background
- VideoAmp is a major competitor to Nielsen in the TV and video measurement industry, founded in 2014 with backing from major media companies.
- The advertising industry has been shifting toward cross-platform measurement as viewers consume content across linear TV, streaming, and digital platforms.
- SiriusXM reaches approximately 34 million subscribers with satellite radio and streaming audio services, providing valuable audio consumption data.
- National CineMedia operates the largest cinema advertising network in the U.S., reaching moviegoers through pre-show content in thousands of theaters.
- The industry has been seeking alternatives to Nielsen's traditional measurement systems since the pandemic revealed gaps in their methodology.
What Happens Next
VideoAmp will likely announce additional data partnerships in coming months to expand their measurement ecosystem further. Media buyers and planners will begin testing the enhanced platform during Q4 2023 and Q1 2024 upfront planning cycles. Competitors like iSpot.tv and Comscore may respond with their own partnership announcements or platform enhancements. The industry may see increased consolidation among measurement providers as they race to offer the most comprehensive cross-platform solutions.
Frequently Asked Questions
VideoAmp provides software that helps advertisers plan, measure, and optimize their video advertising across multiple platforms including linear TV, streaming, and now audio and cinema. Their platform uses data science to help advertisers reach target audiences more effectively and measure campaign performance.
SiriusXM data provides insights into audio consumption patterns and listener demographics that can complement video viewing data. This helps advertisers understand the complete media diet of consumers and create more integrated audio-video advertising strategies.
Cinema advertising reaches captive audiences in a high-impact environment, complementing digital and TV campaigns. National CineMedia's data helps advertisers understand moviegoer demographics and measure the incremental reach cinema adds to traditional video campaigns.
VideoAmp primarily competes with Nielsen, Comscore, and iSpot.tv in the measurement space. They also compete with other ad tech platforms that offer planning and optimization tools for cross-channel video advertising.
This accelerates the shift away from traditional panel-based measurement toward more comprehensive, census-level data from multiple sources. Advertisers will increasingly demand cross-platform measurement that includes streaming, digital, audio, and out-of-home channels alongside traditional TV.