Data firm Milieu Insight and SpotX look to tackle OTT measurement issues

The new solution will measure the impact of OTT ad campaigns on brand metrics such as awareness, consideration and purchase intent for advertisers across Southeast Asia. According to SpotX, the partnership would enable it to provide "rich and actionable insight" into the impact of OTT advertising campaigns through Milieu's mobile panel-based data analytics platform.

The campaign uplift measurement solution will leverage Millieu’s mobile app, as well as an innovative mobile-targeting approach to build control and exposed groups to OTT advertising campaigns. This enables greater precision when it comes to measuring uplift among consumers who were exposed to video ads on OTT platforms.

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Source: Marketing Interactive