VideoAmp launches Advanced Television Ignite | Infrastructure | News | Rapid TV News
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Automated TV and cross-screen video marketing software company VideoAmp has launched Advanced Television (ATV) Ignite.

videoamp igniteA self-service, software as a service (SaaS) platform for TV and digital agencies, ATV Ignite is designed to optimise existing ad TV plans (including upfront commitments) as well as scatter and programmatic ad planning that combines traditional TV targeting with first- and third-party digital data.

The platform also includes optimisation against traditional GRP currencies, while applying digital or secondary targeting for TV buys. ATV Ignite’s capabilities and wide-ranging partnerships represent one of the industry’s most ambitious efforts to unify TV and video for marketers and their agencies.

VideoAmp’s ATV Ignite allows advertisers to look at upfront TV plans against TV currencies, digital and first-party audiences segments, matching audiences across devices and measuring channel/programmer audience concentration, thus creating a cross-screen TV and video planning platform.

“TV viewership data, programmatic TV, the rise of OTT and marketers investing in their own marketing clouds have been largely happening on parallel paths,” said Jay Prasad, chief business officer, VideoAmp. “Hence, it is this media strategy approach of index-based buying that will be growing in importance. The notion of targeting age and gender on remnant TV inventory using software is not providing the value marketers are looking for, and is thus limiting innovation in the space. We feel the real opportunity is to optimise upfront TV alongside scatter and video from all screens simultaneously that create advanced currencies that give strong performance measurement.”