Extreme Reach Obtains CTV Accreditation From MRC, Offering Comprehensive Overview Of Video Streaming Across All Channels
Leader in Advertising, Analytics and Rights Management Also Gains Continuing Accreditation for Desktop and Mobile Web
NEW YORK, NEW YORK, USA, October 5, 2021 /EINPresswire.com/ – Extreme Reach (ER), the global advertising, analysis and rights management platform designed for all forms of television and video streaming, received accreditation for CTV Rendered Video Ad Impressions and associated video playback metrics from the Media Rating Council (MRC), as well as new accreditation for the mobile app and ongoing accreditation for rendering impressions digital video (desktop and mobile web) and playback events.
“We were expecting that!” said Olivia Devereux, media director at Tier 10, an award-winning agency specializing in car dealership associations and a long-time client of Extreme Reach. “We use ER data to understand where our ads run and how viewers engage with our customers’ messages. through the canals. MRC accreditation means we can trust the data we see. As CTV becomes an even more important part of our media mix, we need to acquire as much information as possible about the media. ER’s willingness to provide accurate analysis across the digital spectrum is critical to our success. “
The ability to measure CTV is essential for advertisers and agencies in an environment of growing interest in CTV, especially AVOD content. The volume of CTV impressions in Q2 2021 was three times greater than Q2 2020, according to ER’s latest video benchmark report. CTV accounted for 35% of all digital video ad impressions in the second quarter of 2021, and has remained in the 35% to 41% range of impressions generated by ER since the second quarter of 2020.
“We applaud Extreme Reach for expanding its suite of MRC-accredited metrics to now include rendered video ad impressions and associated playback metrics in CTV and In-App environments,” said George W. Ivie, Executive Director and CEO of the MRC. “During this period of rapid change in the industry, ER’s commitment to providing video metrics on all platforms that bear the RCN’s ‘seal of approval’ is to be applauded.
All ERM MRC accreditations apply to the company’s global omnichannel activation platform, which provides end-to-end logistics for TV, video streaming, and all other types of media. The platform integrates all forms of asset preparation and delivery, including video ad serving, with Talent & Rights Management. When internal and external teams work on a central platform, it’s quick and easy to manage, deploy, and track ad assets in today’s complex media landscape, returning revealing information.
“The pandemic has changed the consumption habits of viewers, accelerating the adoption of CTV and in turn increasing the need for advertisers to measure those impressions,” said Tim Conley, CEO and co-founder of Extreme Reach. “Our research shows that CTV will continue to represent the largest share of impressions on video channels. It is therefore essential that our advertising partners and agencies have access to an accurate and informed measurement of these impressions in order to assess their return on investment. ”
The news first appeared in MediaPost.
About the extreme reach
Extreme Reach (ER) is the world leader in creative logistics. Its end-to-end technology platform moves creativity at media speed, simplifying the activation and optimization of omnichannel campaigns for brands and agencies with unmatched control, visibility and insight.
A global supply chain from creative to media addresses the challenges of a complex marketing landscape and equally complicated infrastructure as part of the global advertising ecosystem. The company’s revolutionary solution integrates all forms of linear video and non-linear video workflow seamlessly with talent payment and rights management. Now brands and agencies can optimize their campaigns as quickly as consumer consumption shifts to linear TV, CTV, OTT, addressable TV, mobile, desktop and video on demand.
Extreme Reach connects branded content to consumers across media types and markets, fully illuminating the marketing supply chain for a clear view of creative use, waste, performance and return on investment.
With the acquisition of Adstream, Extreme Reach operates in 140 countries and 45 languages, with 1,100 team members serving 90 of the world’s top 100 advertisers and supporting $ 150 billion in video ad spend globally. Over half a billion creative brand assets are managed in ER’s creative logistics platform.
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