Jivox launches new user-engagement measurement tool BrandGage

California-headquartered video advertising technology provider, Jivox, today announced the launch of BrandGage, a new approach to measuring and optimising interactive online video advertising. 

The platform enables brands to determine user engagement at different stages in the purchasing decision process in real-time, delivering critical insight into campaign effectiveness.

BrandGage supports brand marketers launching awareness and direct response campaigns by using empirical data to tie user ad interactions to purchase intent, said Naren Nachiappan, managing director India, Jivox.

The Jivox ad is pre-instrumented with analytic tags that report back to the Jivox platform, relating to user interaction with the video ad.

BrandGage collects this user engagement data in real-time from its interactive video ads and uses patented pending algorithms to determine user intent and what stages of the purchase funnel they are likely to be in awareness, consideration, engagement or intent to purchase.

''With this launch and introduction by Jivox we have made click-through rates redundant as a measure of online advertising success.