RhythmOne, a global advertising technology company, today announced that it has partnered with Placed — one of the leaders in location-driven insights and ad intelligence — to offer its clients access to a new measurement solution that quantifies the impact of digital and linear TV campaigns in driving consumers to retail stores. RhythmOne’s solution integrates Placed’s TV measurement solution, Placed Attribution for TV, which leverages in-store attribution data to match linear TV ad exposure with desktop, mobile, and connected TV (CTV) ad exposures.
“As we move into the holidays, it’s the season for attribution as retailers with physical locations seek to justify media investments with in-store traffic and sales impact data,” said Jorg Nowak, Senior Vice President of Global Sales, RhythmOne. “By integrating the Placed Attribution for TV with our platform, we have the advantage of offering clients consolidated, easy-to-interpret reports that clearly prove whether their marketing efforts have moved the needle. As TV and digital buyers transition to video activation teams with combined media budgets, it’s vital that we offer solutions that bridge the gap between linear TV and digital with unique reach measurement across all screens.”
“The ability to quantify and compare the impact of linear TV and digital campaigns on in-store visits is a game-changer for retailers,” said David Shim, Founder and CEO at Placed. “RhythmOne clients will now be able to use in-store attribution data to make informed decisions on future media strategy across media channels. As a Preferred Partner, RhythmOne is often a first-mover in incorporating our measurement tools into their platform, which affords their clients the benefit of new early insights and data before anyone else.”
RhythmOne’s scaled premium video and display inventory helps marketers to reach niche audiences wherever they may be online. As marketers look more closely at the impact of digital campaigns on offline outcomes, pairing media initiatives with Placed’s offline data, Inscape’s integrated opt-in smart TV data and Kantar’s creative monitoring data is a natural evolution of the ad ecosystem. Marketers may now garner a better understanding of how channels work together to contribute to offline outcomes and help discover optimal frequency across channels to reduce waste.
Placed Attribution for TV delivers actionable data to RhythmOne’s media buying platform by providing a common currency for omni-channel attribution across TV, digital, search, and out-of-home advertising.