Direct-response advertising technology provider COREMedia Systems Inc. is now integrating data from the Google TV Ad advertising platform into its CoreDirect system.
With the collaboration, data from Google TV Ads campaigns can now be downloaded directly into the CoreDirect media stewardship and analytics system. Within CoreDirect, each Google TV Ads airing is matched with response and sales data from client call centers and Web servers, alongside other media buys and results.
Google TV Ads is an all-digital system for buying TV air time using auction-based pricing. Advertisers choose the price they are willing to pay and only remit for impressions delivered to their ads.
"It is no surprise that our direct response clients are on the leading edge of evaluating new ways to buy and measure media,” said COREMedia CEO Glenn DeKraker in a statement. “The results we’ve achieved from this project are a product of the collaborative efforts of our clients, the Google TV Ads team and our team here at CORE.”
Added Keval Desai, product management director for Google TV Ads: "The Google TV Ads platform provides advertisers with access to second-by-second data from millions of anonymized set-top-boxes, allowing them to measure viewership of their ads more precisely than ever before. We're pleased that our partnership with COREMedia now enables advertisers to easily view their response data for Google TV Ads airings within CoreDirect. As advertisers gain insights from the data, they can optimize their campaigns through the flexible Google TV Ads platform.”
Founded in 1992, Fairfield, N.J.-headquartered COREMedia serves more than 100 direct-response marketers and agencies, including Carat, Halogen, Mindshare, OMG Direct, Quigley Simpson and Zenith Direct. CoreDirect connects with the major data sources that direct response agencies use, notably ratings, broadcast verification, and competitive intelligence, plus call center and fulfillment results. Spot airings are electronically sourced and analysis reports are completely automatic.