Partners Advance Measurement for Addressable TV

Advanced TV solutions firm Cross MediaWorks has partnered with media and entertainment analytics company 605 to develop a measurement standard and third-party verification offer for the addressable television marketplace.

605 helps clients optimize programming and marketing initiatives within the media, sports and entertainment industries, by means of independent audience measurement and analytics services. It was created fourteen months ago when Dolan Family Ventures bought Analytics Media Group, a firm accessing set-top box data from an extensive network of partners across the country. Its new partner Cross MediaWorks (CMW) boasts access to more than 100 million linear television households and provides turnkey addressable video capabilities, data-driven media solutions and performance-based marketing.

The partners will pool their first-party data with third-party data sources and offer enhanced campaign measurement, plus a unified targeting approach using census-level, household attributes for linear and addressable TV advertising. They will also study underlying patterns and trends to produce actionable insights - for example 'determining the specific point in time when a television advertisement can move a viewer to a website where information and purchasing decisions are easily made'. Clients of CMW's subsidiaries Cadent and one2one Media will be the first to have access.

CMW Chief Exec Nick Troiano (pictured) comments: 'Our partnership with 605 brings better data to TV by helping brands find audiences as well as extend their reach of addressable television campaigns into linear TV inventory with a unified targeting approach'. Ben Tatta, co-founder and President of 605, adds: 'We look forward to leveraging our census-level data, deep analytics capabilities and expertise in audience targeting and addressability to provide Cross MediaWorks' advertisers a solution that sharpens planning and real measurement of their clients' campaigns performance'.

The partners' web sites can be found at www.crossmw.tv and www.605.tv .