Flip claims first ROAS tracking for OTT digital TV advertising | Ad Tech | News | Rapid TV News
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White-label ad ops and sales optimisation firm Digital Remedy has unveiled Flip, claimed to be the first over-the-top (OTT) advertising platform that delivers full-funnel results, attribution, and return on advertising spend (ROAS) tracking for marketers.

Flip DigitalRemedy 19Nov2019Digital Remedy says that it built the Flip platform to help brand marketers, agencies, and ad buyers accurately measure OTT campaign effectiveness and CPA against KPIs for the fast-growing streaming TV industry. The platform provides a dashboard that shows OTT buyers exactly which campaigns are working in real time across essential categories such as devices, publishers and demographics.

The company adds that its time has come with the arrival of the direct-to-consumer services such as Apple TV+ and Disney+. It cited research predicting a US streaming market having 200 million users by 2021. Even though streaming is undoubtedly hugely popular, that is actually a downside as having more than 200 services available makes it difficult for ad buyers to build and manage multi-publisher programs that drive maximum ROI. This is made more complex by the vast number of multi-system subscribers of paid OTT services.

“OTT adoption is skyrocketing, and marketers are eager to get in front of those millions of viewers,” explained Digital Remedy CEO Mike Seiman. “The problem is, until now, tracking authentic viewership and attribution has been extremely hard because many OTT buying platforms can’t connect the dots between SVOD and foot traffic or site traffic, let alone sales data. Marketers could be spending a lot but not know if they’re seeing any valid results.”

Said to be the only one-stop digital TV ad ops platform for marketers, Flip is said to solve such a problem by letting users see exactly which impressions are driving results, down to the specific device, and publisher. It offers direct access to more premium publishers with preferred pricing than any other OTT solution. Digital Remedy has also forged partnerships with connected TV and OTT publishers, creating what it says is a scalable, efficient, integrated OTT buying marketplace.

Full-funnel attribution features trace every OTT impression to a conversion, tracking ad impressions to a store visit, app install or online purchase, giving marketers accurate ROAS tracking. The platform can also match a connected TV impression to an in-store visit when that device shows up in a physical store, uniquely tying digital impressions to physical actions.