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Effectsthe ad sales division of Comcast Advertising, and Clarivoy, a leading provider of multi-touch sales attribution and advanced identity differentiation in the automotive industry, announced their intention to form a partnership to provide attribution for automotive advertisers across multiple TV screens, to begin Q2. Through the partnership, Effectv and Clarivoy’s joint clients will be able to gain new insights into performance metrics, enabling them to evaluate how their media investments are driving key business results, including website visits, leads and sales. This would unify attribution measurement across CTV and traditional TV inventory tailored to the needs of automotive advertisers.
“Through our collaboration with Effectv, we’re proving how TV investments across traditional TV and CTV/OTT not only engage consumers, but drive measurable actions throughout the purchase journey, ultimately driving customers to retailers.”
Given the unique challenges auto dealers face in delivering an optimal advertising experience in today’s multi-screen TV ecosystem, this partnership will enable auto advertisers to map the customer’s purchase journey from the first touch to the last.
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Revolutionary measurement of advertising in the automotive industry
Leveraging Blockgraph technology, aggregated and anonymized TV, addressable and streaming ad exposure data from Effectv is benchmarked against Clarivoy’s measurements of consumer visits to auto marketplaces and dealer websites. Car advertisers can see how their ads contributed to searches, website visits, leads and ultimately car purchases.
“Clarivoy has set the standard for the automotive industry in terms of clear, timely and unbiased measurement metrics,” said Anthony Jingoli, Head of Local Automotive Strategy, Effectv. “By combining their measurement capabilities with Effectv’s insights and scale, we ensure that automotive advertisers can be confident that they are getting the most impact from their media investment with proven performance throughout the funnel.”
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“Clarivoy’s unparalleled approach to US auto buying behavior clearly positions us to demonstrate the transformative impact of CTV/OTT advertising,” said Steve White, CEO of Clarivoy. “Through our collaboration with Effectv, we’re proving how TV investments across traditional TV and CTV/OTT not only engage consumers, but drive measurable actions throughout the purchase journey, ultimately driving customers to retailers.”
This new evidence of performance metrics, combined with Comcast’s household-level targeting capabilities through the Effectv Audience Addressable solution, will help advertisers deliver messages to specific audiences through multi-screen campaigns and deliver clear results.
This partnership will be the first of Effectv’s Suite of Attribution Solutions, a new suite of measurement offerings that will give advertisers greater visibility into their media investments across cross-device inventory.
