Captify brings search data to CTV
November 2, 2023
Captify, a search intelligence platform for the open web, has announced the launch of TV Search Lift, a proprietary TV study that evaluates the success and outcomes of CTV campaigns using authentic onsite search data.
This offering will bring Captify’s Search Intelligence to the television landscape for the first time, helping brands elevate their CTV campaigns with real-time intent audiences and measure the impact on highly relevant, in-market households.
Specifically, TV Search Lift will enable brands to measure their campaigns based on shifts in consumer behaviour, understand changes in brand perception and sentiment inspired by a campaign and determine the effectiveness of a brand message and how it resonates with target audiences. As a result, brands will better understand the effects of a CTV campaign on viewer search behaviour in real-time.
“In order to understand the impact of CTV campaigns, marketers commonly have to rely on unvalidated and outdated data sources, which can leave knowledge gaps for advertisers,” said Britt Augenfeld, Vice President of Video and Advanced TV at Captify. “With the largest collection of search data outside the walled gardens, Captify’s onsite search data provides a window into consumer true and authentic attitudes towards a brand, its competitors, and the market overall. Now, advertisers can identify consumer interest and purchase intent based on search behaviours, giving them a true measure of campaign impact and success, helping fill those gaps and enabling better CTV outcomes.”
“Our search intent data has long helped brands improve the effectiveness of their digital campaigns,” said Isaac Gerber, Global Director of Commercial Insights at Captify. “Entering the CTV landscape is a natural evolution of our solutions that will offer unprecedented insights for a channel that has so far lacked the precision and measurement of traditional digital campaigns.”