Adalyser

Video Dominates ROI, Leaving Linear TV Behind

Bicycle’s Head of AV, Dylan Pritchard, says the agency has shifted toward a video-first strategy as new measurement tools and attribution models show video delivers higher ROI than linear TV. In a VideoWeek interview he credits platforms such as The Trade Desk and Amazon DSP for enabling programmatic, PMP-level video buying and says solutions like Adalyser and MMM have validated video’s performance for both brand and direct-response campaigns. Pritchard highlights operational concerns in CTV supply — widespread reselling and lack of inventory transparency — and warns UK broadcasters risk losing audiences and ad revenue to tech-native streamers like Netflix. He also describes agency role changes (advisory, integrating AV and programmatic teams) and emphasises unique reach and measurement as key metrics when planning video and CTV buys.

Captify and Adalyser Unite for Smarter TV Ad Targeting

Captify announced on July 16, 2025, a partnership with Adalyser to bring Captify’s search intent data into Adalyser’s ActiveVoice Store platform for premium TV inventory. The integration lets advertisers reach UK households based on online search behavior, enabling intent-based audiences across the entire TV ecosystem. ActiveVoice is described as a transparent, addressable total TV solution with self-serve planning and activation, linking broadcaster VOD, AVOD and SVOD, including Sky, ITV and Channel 4. By embedding Captify’s data, advertisers can unify targeting across multiple TV inventories and improve relevance and campaign outcomes. Quotes from Captify’s Rishi Chande and Adalyser’s David Cloudsdale highlight easier, outcome-driven audience buys, while Bee Pearson of Piqniq notes the partnership raises the bar for AV planning. The collaboration underscores growing demand for data-driven, cross-platform audience targeting in premium TV.

ITV Unveils TV Outcome Measurement Tools

ITV has announced two new outcome measurement initiatives to demonstrate TV's value: Addressable Lift and Broadcast Auction Boost. Addressable Lift, a pilot building on ITV’s DataMatch, uses data-clean room technology to quantify the impact of ITVX campaigns on sales and will add household-level brand lift and site lift measurements, delivered through partnerships with Adalyser, Innovid (via TVSquared’s acquisition), and Lucid. ITV has run pilots with several advertisers and will seek additional participants next year. Broadcast Auction Boost is described as a major scientific study conducted with OMG and Percept to examine how broadcast advertising influences paid search activity. ITV says minute-by-minute data covering hundreds of millions of pounds of activity, 25 advertisers, three years, 11 industries, and over a billion search impressions will be released next year, with an experimental phase planned to strengthen causal proof of TV-to-search relationships. The tools aim to attract new advertisers to TV and help retain existing ones; Spoke has piloted Addressable Lift, with Ben Farren endorsing the measured impact.