Mediaocean, VideoAmp partner on integrated linear TV/digital ad buys | Ad Tech | News | Rapid TV News
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Mediaocean and VideoAmp are partnering on a fully integrated linear TV planning and optimisation solution for the upfront and scatter markets for advertising agencies and brands.

midocean 25 may 2017The partnership will allow Mediaocean clients using VideoAmp to automatically pull/push optimised linear TV plans from Spectra (Mediaocean's traditional media management platform).

With the massive increase of over-the-top (OTT) services, social video and video-on-demand (VOD), agencies and brands are already managing significant digital budgets programmatically with data and modern software. However, they have not had the ability to manage premium upfront television buys with the same precision.

Agencies and brands now will be able to select first- and third-party digital audiences (or segments), alongside traditional TV audiences, and optimise schedules for a single brand or a portfolio of brands, while forecasting against GRPs, eCPMs or conversions.

"For the first time, agencies and brands are able to take their massive commitments made in the upfront and allow for programmatic optimisation and targeting across brands using Mediaocean's and VideoAmp's software,” said Ramsey McGrory, chief revenue officer,  Mediaocean. "This partnership will empower agencies to optimise their brands' committed linear TV, VOD and digital video buys together for far greater ROI and efficiency. This is an important step toward converging linear and digital buying completely, and we're happy to launch this with VideoAmp."