Adrian J Cotterill, Editor-in-Chief
DPAA, the leading global organization for everything digital out of home, announced this week that TV data company Alphonso has joined the association. Alphonso applies one of the largest TV datasets in the industry to two key problem areas for brands, networks and advertising agencies: how to maximize the effectiveness of TV advertising in the digital era where digital devices distract viewers from ads, and how to effectively measure TV watching and the corresponding offline impact of TV ad campaigns.
Alphonso’s core offerings are a TV-to-digital retargeting service that enables advertisers to extend TV ad campaigns to targeted TV audiences across mobile devices, and Alphonso Insights, a self-serve, SaaS-based real-time TV ad analytics service that provides granular campaign metrics and offline attribution, using deterministic data to optimize ad spend across TV and digital platforms.
Barry Frey, President & CEO of DPAA told us “Alphonso is a leader in helping to standardize how advertisers reach consumers and measure success in the digital age. Their services are becoming highly relevant to the digital out-of-home ecosystem as advertisers are increasingly using DOOH to extend the reach of their TV buys.”
Alphonso is a TV data company and the market leader in providing brands and agencies with verified TV audiences on mobile devices and the web. Its Alphonso TV Data Cloud services power TV retargeting and brand insights for hundreds of the Fortune 500 brands and agencies in the U.S. The company enables its clients to amplify their TV spend with digital, and to reach targeted TV demographics across all screens.
Mark Gall, Alphonso’s Chief Revenue Officer was quoted as saying “Digital out-of-home is a huge growth area for advanced advertising and attribution solutions, particularly for the theatrical and outdoor billboard sectors. We’re partnering with world-class companies to demonstrate the effectiveness of billboard and In-theater ads. DPAA is a great partner to help move these kinds of solutions forward and improve ROI for advertisers on both sides of the equation.”
With automatic content recognition (ACR) technology embedded in tens of millions of smart TVs, TV chipsets, mobile apps, gaming consoles, streaming devices and OTT services, Alphonso understands what programming and advertising people are watching on TV. Through its Alphonso Insights SaaS offering, Alphonso delivers actionable insights and closed-loop attribution with offline data in real time, to helps its customers understand the true impact of TV advertising.
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