Extreme Reach has announced a single workflow solution to execute and measure TV and online/mobile video ad campaigns. The solution unifies traditionally disparate buying and operational functions, as advertisers seek to reach consumers across multiple screens. Extreme Reach asserted the new solution could reduce workflow by up to 50%.

Brands and agencies have access to all of their video ad creative in one console that can be delivered across screens. Extreme Reach believes that over 90% of video ads that run online also run on TV.

A central feature is unified measurement, including reach, frequency, gender breakdown, engagement, social sharing, spend and brand lift and more. The goal is for brands to be able to compare, in real time, the impact of ads on TV and in online/mobile, in order to iterate creative and optimize campaigns (see screenshot below).

The convergence solution builds on Extreme Reach's acquisition of startup BrandAds last May. BrandAds used direct audience measurement to report on 30 different performance metrics. At the time, Extreme Reach's CEO John Roland told me the deal's goal was to be able to offer clients a far more accurate picture of their video ads' effectiveness.