Lenovo is taking the battle for better media buying to a new level by engaging advertising intelligence specialists Integral Ad Science in a new global partnership.
Targeting “smarter, high quality media buys”, Lenovo said the partnership will require each media agency it works with on future advertising campaigns to use Integral and its data expertise to demonstrate the viewability of its ads, allowing the company to make more strategic media buys going forward.
Viewability has become an ever-more critical factor in digital media buying and selling, with buyers increasingly expecting that media agencies can deliver a guaranteed return in terms of consumer impressions, boosting accountability. Lenovo is just the latest in a string of global companies that have partnered with Integral to improve advertising ROI.
“Lenovo places great importance on making efficient and wise media investments, and our decision to partner with Integral is already showing an increased return on investment,” said Gary Milner, director of global digital marketing at Lenovo.
The move by Lenovo, the world's largest provider of personal computers, came after initial testing showed that using Integral's technology drove up to three-times higher viewability for Lenovo's ad campaigns. Integral Ad Science has the world's largest global footprint in advertising intelligence for buyers and sellers of digital media.
The link-up between Lenovo and Integral will also involve Lenovo using Integral's Causal Impact technology to gain a more accurate measurement of the success of its advertising campaigns once viewed. Causal Impact, launched by Integral last year, allows marketers to get to grips with how often ads cause consumers to act, providing a further insight on which media partners are providing the best return on investment.
“By partnering exclusively with Integral, Lenovo has access to a holistic view of their campaign performance regionally as well as globally,” said Whitney Low, head of client development, Integral Ad Science.
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