Path 51 announces five new clients and TV attribution tool

Advertising platform Path 51 has announced five new client wins including 7-Eleven, Open Universities Australia, Now Finance, Mortgage Choice and NAB.

The wins come shortly after the platform launched its TV attribution tool, allowing advertisers to automatically see how a radio or TV ad affects digital outcomes.

Larcey said: ““When 90% of consumers were on their second screens during TV ad breaks, something had to be done.”

The TV attribution tool aims to give advertisers and brands access to insights, to help maximise campaign effectiveness and goals.

Path 51 also currently offers an offline to online amplification tool which helps combat concerns and trends around audiences using more than one screen when watching TV, and subsequently switching off during ad breaks.

This offering specifically links with Facebook and Google data to sync second screen ads with TVCs and radio commercials.

Simon Larcey, Path 51 managing director, said in a statement: “The uptake of our services means there is a real appetite for technology that accurately tracks individuals as they move seamlessly between offline and online.

“The industry has been talking about the convergence of traditional media and digital media for years, but this was not really possible until you could track consumers jumping from screen to screen.

“Adding the attribution tool is the next step in our offering. Path 51 is all about performance amplification and our goal is to provide a boost to all campaigns that run through our platform,” he said.


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