IntentKey Connected TV (CTV) Attribution Gives Brands the Ability to Measure the Effectiveness of their TV Campaigns
Inuvo, Inc., a leading provider of marketing technology, powered by IntentKey artificial intelligence (AI) that serves brands and agencies, announces the production launch of a new feature which provides marketers with the ability to understand the effectiveness of their Connected TV (CTV) campaigns.
Marketers have always viewed TV as a critical component to their branding efforts, but until now there hasn’t been a way to measure its effectiveness. Inuvo now offers CTV attribution for clients. This capability means marketers will be able to understand how their audiences, who were targeted on CTV subsequently engage in other digital activities leading into conversion. For the first time, marketers can not only use the power of the IntentKey’s AI engine to automatically adapt CTV campaigns so as to target their highest value audiences, but also recognize the path to conversion associated with that audience throughout the marketing funnel.
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In client tests, Inuvo has found CTV to have a comparable conversion rate to other digital marketing tactics being used within the IntentKey, which suggests the IntentKey’s artificial intelligence technology works as well for CTV as it does for display and video advertising where client results have been outstanding.
Tristan Cameron, VP of Sales and Account Management noted, “This is another game changing IntentKey capability, which will allow advertisers to move from effectively guessing how well their CTV campaigns are performing to actually being able to quantify the results of their CTV advertising purchases with third party validated attribution.”
Initial at scale testing of this feature began within the insurance vertical where client goals exceeded 40%. With such strong performance, Inuvo is exploring expansion into healthcare and financial service verticals.
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