MUMBAI: Ace Metrix, which provides real time television advertising analytics in the US, has formed a strategic partnership with WPP to provide marketers with fast access to in-market television advertising performance metrics and insights.
In addition, WPP Digital is making a strategic investment in Ace Metrix and WPP company Millward Brown North America CEO Mary Ann Packo will join the Ace Metrix board of directors.
Under the terms of the new partnership, Ace Metrix will work with WPP companies including those within Kantar, WPP’s consumer insight network. This collaboration will result in the marketing of Ace Metrix syndicated products to clients of WPP companies and the development of new tools and approaches to help marketers increase the effectiveness of their advertising and marketing investments.
The Ace Metrix syndicated software service, first launched in June 2009, features the Ace Score, a patent-pending measurement of television advertising creative effectiveness. The service provides standardized metrics that enable advertisers to quickly and easily benchmark ads within their own brands and against the competition.
WPP joins previous investors Leapfrog Ventures, Hummer Winblad Venture Partners and Palomar Ventures.
WPP Digital CEO Mark Read says, “Our clients are looking for quick turn around and additional competitive intelligence in today’s fast-changing marketing environment, and we are delighted to be working with Ace Metrix to respond to this market demand. This partnership continues our strategy of combining third-party data sets with our own for the maximum benefit of clients."
Key elements of the strategic partnership will include:
Expanded distribution of Ace Metrix data and software to clients
Joint approaches for mutual clients to develop enhanced television advertising measurement solutions
Joint development of technologies and insight, including integration of Kantar and Ace Metrix technology, data and products
Sharing of marketing insights and best practices
Ann Packo says, “Ace Metrix has developed a unique and innovative approach to measuring consumer response to competitive ads within 24 to 48 hours of launch. We look forward to working with Ace Metrix to provide this information to clients, develop new applications, and integrate their syndicated products into our suite of solutions.”
Ace Metrix CEO Peter Daboll says, “This partnership enables us to vastly accelerate our go-to-market readiness and reach. WPP, and specifically Kantar, brings a wealth of product know-how, market knowledge and customer insights to us and we look forward to exposing WPP teams and clients to the transformative power of Ace Metrix. Together we can deliver a powerful combination to clients looking to improve their marketing and overall television advertising ROI."
