Australian adtech company Adgile is extending its technology to Canada through a new partnership with data technology company NLogic, allowing brands to get real-time insights about how ads and brand integrations are performing across traditional and on-demand TV.
The partnership will bring Adgile’s visual AI-enabled analytics, attribution and activation product and cloud-based performance management platform outside of Australia for the first time.
NLogic, already a provider of audience analysis software and data integration services for the broadcast and advertising industry in Canada, will add real-time data and analytics capabilities for linear and on-demand TV through the new partnership.
Consumption is changing to be multi-platform, says David Phillips, president and COO of NLogic, and Adgile has the ability to go beyond linear broadcast by also monitoring VOD through total TV targets. “Our objectives are improving broadcast excellence moving across platforms, and partnership with Adgile will help us do so,” Phillips added.
The unique technology, he explains, will monitor over 150 stations in Canada, covering linear, VOD and other streams. The unique tech watches the streams, identifies the brands, content, ads and elements within the ad, and creates metadata in real time, instead of looking at someone else’s.
“This technology is not dependent on someone’s logs, it’s literally watching a stream of images,” says Phillips. “At four images per second, that is 70 million images a day.”
The technology can pick up sponsorships, brand integrations and content integrations. A brand can see their spots, integrations and sponsorships, and what that does for it and its competitors. Brands can also use the real time attribution for web activity, as it can be integrated into Google Analytics, to help better understand if and when broadcast ads impact web traffic.
“It’s basically bringing more knowledge in real time about the effectiveness of TV advertising, both for linear ads and branded integrations, ” adds Phillips.
