As consumer video viewing spreads across devices, advertisers increasingly will want tools and analytics to track, measure and reach those audiences. That’s what 24/7 Media is aiming to do, Nicolle Pangis, President of Real Media Group, a division of 24/7 Media, WPP’s marketing technology company, tells Beet.TV in an interview.
24/7 Media’s purchase of digital video services company Panache a year ago has allowed the marketing technology firm to run campaigns for marketers and publishers across platforms and also to monetize in that fashion as well. “Cross-platform monetization will be increasingy important over time,” Pangis tells us. Similarly, 24/7 Media’s partnership with mobile advertising company Jumptap gives advertisers the ability to make a single buy and target users across devices. 24/7 Media recently extended the Jumptap partnership.
“All these new technologies are starting to integrate into one another,” she says. Another partnership vital to 24/7 Media is with BBN, which helps reach business-to-business audiences, she says. “We have made these major investmetns in cross-platfom and there are now things we can do across platforms at scale…it’s the ability to take major data sets and make sense of them in one platform.”
Posted on 12/21/2012 at 7:00 AM by Daisy Whitney