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Cable Technology Feature Article

March 07, 2013

Didgebridge Offers Analytics for Digital Video Ads

By Tara Seals, TMCnet Contributor

Online and mobile video ad specialist Didgebridge has launched an interactive video ad platform that allows marketers to serve ads, build custom landing pages for digital commercial content and then measure campaign effectiveness and behavioral change among audiences.

The cloud-based platform offers an integrated video ad and microsite builder that can ingest ad content of any size and deliver it across multiple customer touch-points, including Web pages, mobile, social media, digital signage and audience-initiated QR code or SMS text-based communications. And the site builder allows for point-and-click landing page creation. The platform’s special sauce, however, lies in the form of analytics:  customer responses to the commercial content are tabulated in real time through a secure, mobile accessible dashboard that measures seven escalating steps of effective involvement.

This proprietary technology thus measures progressive levels of consumer interest - from initial engagement through purchase - while providing performance insights and P&L analytics aggregated and scored from all points of consumer contact.

"Our technology integrates the unrivaled power of video across the spectrum of advertising touch-points while instantly measuring progressive levels of real consumer engagement and delivering aggregated behavior modification based effectiveness scores,” said John McNulty, Didgebridge CEO and former Gillette and Kodak (News - Alert) senior executive. “This has never been done before to our knowledge, because in the world of digital media the sad fact is - not all clicks are created equal."

The platform is built to address what the company sees as glaring holes in online marketing campaigns. For instance, a staggering 94 percent of agencies cannot recognize or measure customer interest in real-time, according to eMarketer.

"This new platform is a marketer's advertising dream come true," said Hank Kogan, Didgebridge founding partner and former Leo Burnett executive. "It's flexible, can do multiple campaigns/messages at once, and is instantly adjustable on the fly while being extraordinarily cost efficient. It integrates everything needed in one place with a whole tool kit of varied communication and measurement options. Not surveys, not projections but real attitude change and purchase behavior analytics. From this actionable decisions can be made and true ROI measures can be derived."

Edited by Brooke Neuman

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