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Jivox launches interactive video ad analytics platform BrandGage

Online video advertising company Jivox has launched BrandGage, a new analytics and insight platform that will enable brands to measure and optimise interactive online video advertising by determining user engagement at different stages in the purchasing decision process in real-time. According to Jivox, BrandGage supports brand marketers launching awareness and direct response campaigns by using empirical data to tie user ad interactions to purchase intent.

Online video advertising company Jivox has launched BrandGage, a new analytics and insight platform that will enable brands to measure and optimise interactive online video advertising by determining user engagement at different stages in the purchasing decision process in real-time. According to Jivox, BrandGage supports brand marketers launching awareness and direct response campaigns by using empirical data to tie user ad interactions to purchase intent.

Naren Nachiappan, managing director, Jivox India, has said, “With this launch and introduction by Jivox we have made click-through rates redundant as a measure of online advertising success. Clicking or not clicking does not accurately indicate a consumer’s interest in the product being advertised. In fact, research shows a lot of clicks result from users trying to stop the ad from playing or trying to move ahead to the content they had intended to consume.”

“Until now, advertisers have only been able to scratch the surface of brand engagement and when it comes to measurement this has been typically post-campaign with survey-based data,” Diaz Nesamoney, CEO, Jivox, has added. “With this new layer of analytics, we are pushing the boundaries of online video advertising by enabling brands to prove the value of their campaigns and optimize campaigns for performance.”

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