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Lockard & Wechsler Introduces SmartMatch 360, Extending the Agency’s Proprietary Attribution System to the OTT and Streaming Video Space

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Lockard & Wechsler Direct (LWD), one of the nation’s leading performance marketing agencies, announced today an expansion of their industry-leading SmartMatch™ attribution system. With the introduction of SmartMatch 360™, the agency is now offering tracking, attribution and analysis for all over-the-top (OTT) and streaming video. SmartMatch 360™ is integrated into MediaPro™, LWD’s proprietary media planning, investment and management system. This is the latest example of how LWD, which just celebrated its 30th anniversary, not only keeps pace with industry shifts, but often leads the way in adding new capabilities and identifying new trends.

SmartMatch 360™ not only tracks all OTT and streaming video commercial airings by date and time, but is also able to track all responses to each airing through to actions ranging from response to lead, conversion and order.

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“This is an extremely exciting development for our team and our clients,” says Dick Wechsler, CEO and Founder of Lockard & Wechsler. “OTT and streaming video are growing increasingly important by the minute, but reliable, real-time tracking has basically been non-existent. This new offering solves for that – providing marketers with a near perfect level of transparency so they can make smarter, more informed decisions about these types of media buys in real time. This is especially game-changing for e-commerce and direct-to-consumer brands that primarily play in this space.”

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Many of LWD’s clients are testing and integrating OTT and streaming video into their campaigns with surprising success. Tommy John, Kansas City Steaks, Generac and FanDuel Casinos are all adding OTT to their performance marketing campaigns.

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“With these new capabilities, campaign analysis and optimization can be run daily, giving us the opportunity to improve campaigns while they are on the air, not two or three weeks after the fact. Now that we have a system that matches back response perfectly to each airing, we have empirical response rate and performance data to better plan and manage campaigns and negotiate more effective rates with our vendors,” Wechsler adds.

Founded in 1991, Lockard & Wechsler is the largest, privately held direct response and performance marketing media agency in the US. SmartMatch 360™ is an integrated part of MediaPro™, the agency’s proprietary media planning, buying and reporting system, first introduced in 1996.

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