Australian-based TV data and effectiveness business Adgile Media has announced a partnership with WPP's media investment arm GroupM Australia.
The partnership will enable all of GroupM's agencies and clients access to Adgile’s real time measurement capabilities and help bring TV closer to advertisers.
Adgile's tech platform creates actionable, structured data from its proprietary visual recognition technology, and delivers it through its real time analytics, attribution and activation platforms.
The partnership model will offer GroupM agencies Mindshare, MediaCom, Wavemaker and Essence in Australia, the capability to identify TV advertising, sponsorship and in-program brand content in real time, delivering immediate share of voice, competitor understanding, and planning and buying performance insights at the touch of a button.
“TV is one of the most effective media channels for advertisers. It works, and it works well. Innovations like Adgile’s platform that augments existing industry measurement, only serves to strengthen the TV advertising ecosystem, which is exactly what we need in Australia,” says GroupM chief investment officer Nicola Lewis.
“We want advertising to work better for everyone – that’s advertisers, audiences and broadcasters - so we constantly strive to explore and partner with platforms that can help us deliver meaningful innovations for our clients, providing effective results and business growth as well as a better experience for viewers.”
Adgile Media chief revenue officer Craig Service says through collaboration the company is helping to create a more effective TV ecosystem.
“TV measurement methods simply haven’t been updated to offer advertisers the same speed, accessibility, accuracy and transparency they enjoy on digital," says Service.
"Our unique data sets are universal, independent and trusted, making our business a natural partner to fuel a smarter industry. With direct access to our platform and the benefits this brings clients, we’re proud to create a partnership with GroupM that is truly game-changing for Australian TV advertising.”
Adgile Media recently won the Innovation in Media Award at the AdNews Agency of the Year Awards.
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