Effectv, the advertising sales division of Comcast Advertising, has joined forces with Clarivoy, a leading provider of multi-touch sales attribution and advanced identity resolution for the automotive industry. This strategic partnership aims to revolutionize how automotive advertisers measure the effectiveness of their multiscreen TV campaigns, with an official rollout planned for Q2.
The collaboration will empower mutual clients of Effectv and Clarivoy to access enhanced performance metrics, enabling them to evaluate the impact of their advertising efforts. By measuring key business outcomes—such as website visits, leads, and sales—advertisers will gain a unified view of attribution across Connected TV (CTV) and traditional TV. This solution is specifically designed to address the unique challenges auto advertisers face in today’s complex multiscreen landscape.
Bridging the Gap in Automotive Advertising
For automotive dealers navigating the evolving TV ecosystem, this partnership provides a groundbreaking solution to track the entire customer journey—from initial engagement to final purchase. By seamlessly integrating data from Effectv and Clarivoy, advertisers can better understand how their campaigns drive consumer actions.
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Leveraging Advanced Attribution Technology
Powered by Blockgraph, the partnership integrates anonymized and aggregated TV, addressable, and streaming ad exposure data from Effectv with Clarivoy’s proprietary measurement tools. This combined dataset offers a comprehensive view of consumer interactions, helping auto advertisers identify the direct impact of their campaigns on search activity, website visits, lead generation, and vehicle purchases.
“Clarivoy has set the standard for the auto industry when it comes to clear, timely, and unbiased measurement metrics,” said Anthony Jingoli, Head of Local Automotive Strategy at Effectv. “By combining their measurement capabilities with Effectv’s insights and scale, we’re ensuring that auto advertisers can trust they’re getting the most impact out of their media investment with demonstrated performance throughout the funnel.”
“Clarivoy’s unparalleled access to auto shopping behavior across the U.S. uniquely positions us to demonstrate the transformative impact of CTV/OTT advertising,” said Steve White, CEO at Clarivoy. “Through our collaboration with Effectv, we’re proving how TV investments across traditional TV and CTV/OTT not only engage consumers but drive measurable actions throughout the entire shopping journey, ultimately delivering customers to dealerships.”
Delivering Measurable Results for Auto Advertisers
This new approach to proof-of-performance metrics, combined with Effectv’s Audience Addressable solution powered by Comcast’s household-level targeting capabilities, ensures that advertisers can reach the right audiences through multiscreen campaigns. By delivering precise messaging and measurable results, the partnership aims to optimize advertising effectiveness while driving tangible outcomes for automotive advertisers.