DPG Media and Brand Metrics are proud to announce the launch of a major advancement in CTV advertising measurement for their VTM GO streaming platform. The new solution allows advertisers on VTM GO to measure the brand lift effect of campaigns in real time without traditional research panels.
A custom extension within the VAST specification measures the frequency and timing of campaign exposure, then sends a request to the user’s CTV device, which can respond immediately via remote control.
Optimal visual experience: four factors that make the difference
Each metric provides campaign results across four key brand outcomes: awareness, consideration, referral, and intent to act. Crucial data for advertisers and agencies.
DPG Media’s streaming platforms attract more viewers than ever. Not only are more and more people watching, but they are also increasingly opting for the most optimal viewing experience, the first screen. Following the successful launch of VTM GO, DPG Media will continue to roll out innovation across the rest of the portfolio. RTL Play, an important streaming platform in the south of our country, is next.
“Anders Lithner, CEO of Brand Metrics, comments: “With over 40,000 measured campaigns, Brand Metrics has proven time and time again the impact of digital advertising on brands. We are delighted to announce this exciting partnership with DPG Media. Broadcasters and media owners can now measure CTV campaigns directly on devices, an important step towards a more transparent and accessible ecosystem.
Both DPG Media and Brand Metrics are very excited about the future, where CTV effectiveness will be continually monitored and reported against business KPIs that align with marketers’ goals, whether it’s building awareness , preferences or purchasing intention.
This marks the start of a new chapter for CTV, where addressability will become increasingly available to campaigns of all sizes.
