Collective, a full service provider of media and technology solutions for display and video advertising, and Rentrak, a specialist in multi-screen media measurement, have announced the launch of TV Accelerator. They say TV Accelerator is an online advertising capability that enables advertisers to target audiences that viewed their TV advertising with online display and video ads, attaining incremental reach and frequency to enhance the effectiveness of their TV campaigns.
Collective’s TV Accelerator combines the richness of Rentrak’s TV Essentials analytics platform which gathers viewing information from 19 million televisions, with Collective’s display and video capabilities which reach more than 148M unique users (comScore) and AMP(R), Collective’s data and media management platform. AMP combines the most trusted 3rd party data across every advertising category with proprietary machine-learning audience modeling capabilities.
“The combination of these assets allows advertisers to control reach and frequency across TV and online audiences for the first time,” said Justin Evans, SVP Emerging Media, Collective. “Consumers exposed to the same marketing message on TV and in online video demonstrate significant lift in recall, according to Nielsen IAG research.”
“With TV Accelerator we’re able to bring clients a cross-media solution that makes their media spend work harder,” said Donnie Williams, Chief Digital Officer, Horizon Media. “Collective is lifting TV ad effectiveness by adding online intelligently.”
Collective is able to combine Rentrak data with 30,000 other consumer attributes across CPG, Automotive, Financial, Technology, and other categories–in addition to core demographic and lifestyle targets–enabling brands not only to target their TV audiences, but also take advantage of the rich consumer information available in the online medium.