AudienceXpress, the video media sales house of Comcast, has partnered with brand lift measurement company, On Device to give advertisers the ability to measure the effectiveness of their campaigns across all video inventory types, including Connected TV (CTV).

The partnership will focus on international markets, with brands utilising AudienceXpress set to leverage On Device’s brand lift measurement system and effectiveness research capabilities.

Advertisers will be able to track performance against key brand KPIs such as awareness, consideration, brand recall, and purchase intent. Surveys will be completed by fully consenting panel members, and AudienceXpress's granular audience data will be used to target viewers across devices. On Device’s first-party consumer panel offers in-depth demographic and interest data, enabling highly accurate control and exposed measurement.

Advertisers will also benefit from On Device’s customised benchmarking system and extensive post-campaign reports and recommendations. On Device provides independent Brand Lift measurement to advertisers, planners and publishers, making every aspect of brand advertising accountable.

Vice President, Demand Sales & Strategy at AudienceXpress, Massimo de Magistris, said: “This partnership strengthens our commitment to pioneering the delivery of the most up-to-date and flexible brand impact solutions for media buyers to succeed in the new video advertising ecosystem, while further enhancing our position as the go-to partner in Europe for advertising technology.”

Global Head of Advertising Effectiveness at On Device, Sarah Robson, said: “It’s great to partner with AudienceXpress; its expertise in premium video advertising technology combined with our cross-platform brand lift measurement capabilities will allow brands to unlock key insights from their campaign performance and enhance their media investment.”