Media Storm Partners with Videology to Offer Clients Seamless TV Planning Extensions Across Digital Video and Mobile in 2013 Upfronts

Media Storm LLC, a strategic media and marketing agency serving entertainment and digital properties, announced a partnership with Videology, a digital advertising platform provider, to deliver comprehensive television and video planning across devices. The announcement coincided with the 2013 television upfronts and the introduction of Nielsen's digital ratings—the first common measurement standard across devices.

Andrea Redniss, chief activation officer at Media Storm, stated: "Online and mobile viewing are becoming another ubiquitous option for consumers to view their favorite programming." She emphasized that these digital efforts must be integrated into planning tools as thoroughly as they are embedded in consumer behavior.

Media Storm will deploy Videology's TV Amplifier tool, enabling planners to supplement television advertising with targeted digital video campaigns. The partnership marks the first instance of TV Amplifier being used for mobile video extensions—a capability Videology recently developed in response to agency and advertiser demand.

Scott Ferber, Videology's chairman and CEO, noted: "Nearly half of viewers who start watching a video on one device finish watching on another." He stressed the necessity of tools that accommodate this cross-device behavior to maximize marketing efficiency.

TV Amplifier connects Nielsen's online audience segments and television viewing data through Videology's ad-decision platform, enabling advertisers to manage reach, frequency, and effectiveness across TV, online, and mobile placements. Key capabilities include creating custom segments based on viewed programs, extending TV campaigns with interactive components, augmenting frequency using digital video, and determining cross-device reach with improved accuracy.

According to eMarketer data cited in the release, mobile video viewing was projected to increase 21% year-over-year, reaching 71 million Americans.