Tool Measures Brand Impact in Online Videos

In the US, video ad optimization firm TidalTV has launched a real-time brand impact measurement tool for online advertisers, incorporating surveys from consumer research specialist Knowledge Networks (KN).

The new BrandScore has been designed to address some of the key challenges facing brand marketers within the online video space - including high costs, long lead times and difficulty in acting on results.

It uses KN's Dimestore Media to add consumer surveys directly to online ads. The surveys will focus on key brand metrics such as brand awareness, message favourability and purchase intent.

'Thanks to the combination of the Dimestore technology with TidalTV's real time optimization capabilities, brand marketers can finally optimize against key branding metrics in real-time while a campaign is still in flight,' stated Scott Ferber, Chairman & CEO of TidalTV. 'Furthermore, branding measurement will be built into campaign reporting just like click-through rates are.'

The studies are incorporated into video ad campaign buys, and all statistics, reporting and insights are integrated into TidalTV's standard campaign reports. Data gained from BrandScore is automatically used by TidalTV's ad decisioning technology to optimize and maximize performance against advertisers' branding objectives.

Benjamin Theriault, Director of Dimestore Media said that the partnership will achieve the customized, brand-centric results advertisers are aiming for, as well as a greater sense of the value and role of online advertising in the media mix.

Web sites: www.tidaltv.com and www.knowledgenetworks.com .