Innovid Named as a Media Measurement Technology Sample Vendor in The Gartner Marketing Technology Vendor Guide
Innovid is proud to be included by independent research firm Gartner in their report. We feel marketers should employ this report to understand the value of services attributed by different measurement providers to assist in vendor selection. Measurement is the lifeblood of a marketer’s strategy and Innovid is committed to providing top-tier reporting and analytics solutions to aid in measuring our advertising partner’s performance.
The report specifically dives into MarTech budgeting decisions by CMO’s in light of the global Covid-19 pandemic. As they are forced to do more with less, brands are zeroing-in on improving optimization capabilities to drive results. In turn, 68% of Gartner’s 2020 CMO Spend survey participants responded they are expecting a MarTech budget increase in the next fiscal year1. However, the MarTech ecosystem is convoluted – they’re a plethora of platforms offering similar or competitive services. CMOs need help identifying which MarTech providers they need to be investing with.
As an independent ad server, Innovid sits in the middle of the fragmented ecosystem – connecting disparate data sources across platforms in a clean and comparable way that can be relied on as the source of truth to plan, activate, optimize and measure outcomes across every screen. This consistent and connected measurement becomes the foundation of a range of downstream marketing analytics from cross-channel reach and frequency to business or outcome measurement.
Gartner states that, “Key media measurement inputs consist of big data about: ad impressions and audiences — people or households. Core media measurement outputs concern target audience reach and frequency over a given time period.2”
“We’re fully invested in creating a better measurement for the industry, starting with the largest and fastest-growing screen in the house,” says CEO Zvika Netter. “We believe this report offers a good foundation for advertisers looking to understand the fast growing landscape of TV measurement partners.”
Gartner subscribers can view the report here. Speak to an expert today to learn more about Innovid’s advanced measurement solutions.
Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
1The Gartner Marketing Technology Vendor Guide, By Analysts Colin Reid, Benjamin Bloom, Andrew Frank, Mike McGuire, Lizzy Foo Kune, Q4 2020, November 5th, 2020
2The Gartner Marketing Technology Vendor Guide, By Analysts Colin Reid, Benjamin Bloom, Andrew Frank, Mike McGuire, Lizzy Foo Kune, Q4 2020, November 5th, 2020
