One of India’s leading Independent Digital Marketing Transformation company, LS Digital, has announced the launch of CoMMeT, a technology service specifically designed to ease the challenges faced by brands and advertising agencies during media buying, optimization and measurement process of programmatic marketing.
With an aim to centralise and automate the complex media buying process, CoMMET is built using third-party and LS Digital’s proprietary marketing tools, deploying innovations, integration of APls with ad technologies, AI, and advanced measurement for data-driven insights.
The launch of CoMMet has happened post successful test deployment across 11 industries including Banking and Financial Products, Health and Nutrition, Education, F&B, Pharma, Jewellery, Fitness Gear, Apparel and e-commerce.
As per LS Digital, the benefits of using the newly launched technology service for advertisers and marketers include bringing out media consolidation across platforms on one dashboard, de-deduplication of reach across multiple channels, identification of relevant audience segments and understanding the impact of branding on performance owing to realtime reporting and audience analysis.
Furthermore, the DMT also pointed out that since CoMMet brings together media buying, measurement and creative optimization all under one roof with AI and technology, it has the potential to transform the way ad campaigns are managed, improve audience reach and drive greater efficiencies of marketing campaigns.
“Deployment of campaigns across multiple environments (CTV, DOOH, Audio, etc.) can be measured within this centralized service, with the help of detailed data visualizations, Big Query tools and real-time reports on audience reach, frequency analysis and performance. Hence, stakeholders can take informed decisions based on data gathered from the dashboards in the system in a timely fashion,” it said.
Moreover, LS Digital also highlighted that via CoMMet, the advertisers and marketers can also gain access to premium third-party data and Dynamic Creative Optimization (DCO) technology that helps automate the customization of ads to appeal to a wider consumer base.
Speaking at the launch of the DMT company’s latest technology service for advertisers and marketers, Maanesh Vasudeo, Senior VP- Media Operations, LS Digital said, “CoMMeT, an acronym for Confluence of Media, Measurement & Technology, is an innovative technology for programmatic marketing that leverages integration of various digital marketing products to bring together the best-in-class marketing solutions and measurement process for brand custodians, simplifying the programmatic adoption journey for brands.”
To clarify as to how marketers and advertisers will benefit from the same, he added, “Marketers will be able to derive deep insights into their campaigns by gaining access to a centralized system that includes multiple ad exchanges, media measurement platforms, dynamic creative optimization technology, and data visualization and synchronization tools which solves for improving efficiency with features like de-duplicated reach, multi-audience optimization and many more.”
