iSpot.tv, Camelot partnership
August 10, 2023
TV measurement company iSpot and media-agnostic, transparent, data insights-driven agency Camelot Strategic Marketing & Media have entered into a multi-year strategic agreement. The partnership brings the agency and measurement provider together to provide brands with the tools and managed services needed to ensure video investments are optimised to unique business objectives.
The agency partnership marks an expanded business model for iSpot — which has built a brand-direct business for 600+ brands, including 85 per cent of TVs top 50 advertisers — and makes it the preferred video measurement platform for Camelot’s diverse portfolio of customers.
Specifically, the enterprise deal between organisations gives Camelot’s brand partners the ability to utilise iSpot’s suite of TV ad measurement products, including unified cross-platform and verified streaming capabilities, which utilise on-screen ad verification, de-duplication of audiences and co-viewing metrics for hundreds of streaming publishers and platforms. iSpot also powers cross-platform, incremental measurement for all market-leading DSPs.
“Camelot has established itself as an agency willing to drive its business and transaction strategies based on the unique KPIs and needs of its customers, which puts us squarely in alignment,” said Jodie McAfee, SVP of Agency Partnerships at iSpot. “By utilising iSpot’s core solutions, Camelot clients will have at their fingertips fully transparent, complete and more accurate results in order to stay ahead of this dynamic and ever-changing marketplace.”
The deal also provides Camelot the ability to easily provision iSpot’s full-funnel measurement performance tools, which include second-by-second attention measurement for every creative, real-time competitive intelligence, business outcomes and conversion tracking. In doing so, Camelot’s brand partners — which often have individual and unique strategies to drive ROI — will be able to leverage iSpot’s suite of flexible measurement products in order to justify and optimise investments based on the metrics that matter to each brand and product to achieve optimal business results.
“iSpot offers tremendous speed and transparency in the increasingly complex TV marketplace, which not only enables brands to transact using faster, more accurate data, it enables our customers to start transacting against the KPIs that are most important to them,” commented Sam Bloom, CEO of Camelot Strategic Marketing & Media. “At Camelot, empowering our brand customers to access and evaluate every moment of every ad, from the creative development process through business outcomes, will give us the radical transparency we need in order to help them achieve their unique business goals.”