Adconion Direct Integrates Connected TV Offering, Taps Ex-smartclip/Yahoo Exec to Lead Strategy
SANTA MONICA & NEW YORK, March 27, 2014 (ADOTAS) — Adconion Direct, a global provider of true cross-channel advertising solutions across display, video, mobile, email and social on all devices, announced today the integration of Connected TV into the company’s unified cross-channel advertising technology platform. Shirlene Chandrapal (pictured), a seasoned digital media executive formerly of smartclip and Yahoo!, will oversee Adconion Direct’s Connected TV strategy as senior vice president of Connected TV out of their New York office.
Adconion Direct now offers brand-safe Connected TV inventory available on 30 device platforms spanning Smart TVs, Smart Blu-ray players, gaming consoles and OTT set-top boxes within CTV apps as part of their cross channel solution. Through Adconion Direct’s unified technology platform and true cross channel data, advertisers can create unique brand experiences cross device and cross screen to reach their target audience.
“Adconion Direct recognizes the importance of Connected TV, the continued expansion of internet-enabled devices, and their impact on consumer behavior and digital advertising, said Kim Reed Perell, CEO of Adconion Direct. “The convergence of the internet with TV delivers new opportunities on the biggest screen of them all, Connected TV gives advertisers the power of the future, today. Shirlene’s depth of CTV knowledge and breadth of experience from over 21 markets will bring best-of-breed Connected TV solutions that enable brands to successfully implement true cross channel advertising.”
The Diffusion Group’s January 2014 study of US broadband consumers, found that 63 percent of US broadband households have at least one Connected TV, up from 53 percent at the beginning of 2013. TDG’s figures mirror the growth shown in other CTV studies published by third party research firms such as eMarketer, Nielsen and NPD confirming that Connected TV will continue its uptake in adoption by Americans and attract more ad dollars from traditional TV and digital video budgets.
Adconion Direct predicts as more brands seek to increase reach and impact of cross channel campaigns that include Connected TV advertising, video budgets will consolidate. In turn, advertisers can optimize their video-based campaigns to drive the greatest awareness and reach their target audiences most efficiently.
“Consumers have many options in regards to how and where they view video content,” said Shirlene Chandrapal, SVP of Connected TV of Adconion Direct. “Video is the consistent multi-screen ad format across all four screens and, with TV being home to video, Connected TV should be part of every video buy. Adconion Direct’s Connected TV solutions will give advertisers the immense branding power of TV with the targeting and measurability of digital. We provide valuable reporting and insights that can drive true results. I’m thrilled to be leading Connected TV for Adconion Direct and look forward to giving more advertisers the ability to activate true cross channel campaigns.”
To learn more about Adconion Direct’s Connected TV and cross channel advertising technology, please visit www.adconiondirect.com.
About Adconion Direct
Adconion Direct is the global leader in true cross channel advertising across display, video, mobile, email and social on all devices. Over 2,000 advertisers use our cross channel platform, which is powered by an end-to-end proprietary technology solution and audience profiling engine that tracks and analyzes billions of audience events monthly. By combining exclusive first party data, anchored by email and social data with cross channel insights, Adconion Direct is able to deliver true results on any campaign objective across all major advertiser verticals. Find more at http://www.adconiondirect.com.
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