Global advertising and brand specialist Phoenix Marketing International (Phoenix MI) has announced that its in-market ad effectiveness solution, Brand Effect, is expanding to incorporate ad performance measurement tracking in all OTT (over the top) streaming content across all distribution platforms, including Smart TVs and other OTT devices.

"As clients shift more media dollars to non-linear TV content and OTT distribution channels, Phoenix is at the forefront of that transition, knowing the boundaries between TV and digital continue to blur," said Paul Kultgen, EVP Marketing Performance at Phoenix MI. "Wherever ads are trafficked within the content ecosystem, we are now able to capture their effectiveness."

Phoenix's OTT measurement capabilities include in-flight Ad Memorability and Brand Communication, as well as Brand Lift across the Purchase funnel. Its single-source panel enables comparable ad measurement across TV, digital & streaming OTT platforms, allowing clients to understand the impact of cross-media ad exposure on total campaign performance.

"As a part of our commitment to innovation, we are continuously seeking to expand our Communications solutions," said Allen R. DeCotiis, Chairman and CEO of Phoenix MI. "This technology evolution demonstrates, that by being device agnostic, Phoenix is at the forefront of advertising effectiveness measurement."