Numerator, a data and tech company serving the market research industry, has introduced Paid Social Media and streaming ads in the form of Ad-Supported Video On-Demand (AVOD) monitoring through Numerator Ad Intel. Numerator Ad Intel will now report on 24 media channels with the two new additions — providing intelligence into creative and ad spend.
“Marketers deserve data and products that allow them to quickly cut through the noise and understand a complete view of the market,” said Amy Fitzgerald, SVP of Strategy, Numerator. “These two new channels complement our large proprietary data sets, allowing us to quickly add additional context for our customers.”
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Paid Social Media advertising data focuses on mobile coverage that includes advertising creatives, media spend data and impressions. The paid social mobile data is being sourced through a new partnership with Pathmatics, a marketing intelligence platform, and includes Facebook Mobile, Twitter and Instagram. Paid desktop data and spend modeling will be made available through proprietary Numerator technology.
“Paid social media advertising has become a core way for brands to reach on-the-go Americans, even during the pandemic as platform use skyrockets,” said Gabe Gottlieb, CEO, Pathmatics. “Marketers deserve a holistic, transparent view into the digital ad world, and our new partnership with Numerator will help enable this so that marketing teams feel continuously supported and knowledgeable about the campaigns they run.”
AVOD advertising data for Hulu, CBS All Access, Tubi, Peacock, and Roku Channel is now available, with additional AVOD channels on the roadmap. This data is made available through a partnership with EDO, Inc., a convergent TV ad measurement firm, and will provide insight into the number of ad occurrences by demographic on most platforms. Both Paid Social and AVOD media types will map to Numerator Ad Intel’s consistent and granular data hierarchy for a more complete and unified view of the competitive landscape.
“Until now, the AVOD space has been a blind spot for marketers,” said Scott Grunther, GM & Head of Revenue, TV Products, EDO, Inc. “The poor visibility with AVOD campaigns held back marketers who lacked the competitive and demographic intelligence that’s available for linear TV. We’re excited to partner with Numerator to make reliable AVOD advertising data available for the first time.”
These new capabilities allow brands to answer key business questions from a single provider including:
- What is my share of activity in the mobile paid social and AVOD channels compared to my category competitors?
- How much are brands spending on paid social and how does this compare to category competitors?
- What brand messages are my competitors using and what does their ad spend media mix look like?
- What demographics are my competitors targeting with streaming ads?
