With Unified Measurement, Brands Gain Unprecedented Ability to Verify, Optimize and Plan Cross-Screen Ad Delivery Against Age and Gender Currency Targets in Real Time and Connect Exposures to Business Outcomes
BELLEVUE — Dec. 9, 2020 — iSpot, the always-on TV ad measurement and attribution company, today announced an upgraded set of granular audience measurement capabilities that enable brands to more effectively and precisely measure the reach, frequency and business impact of cross-screen TV advertising.
The integration of precise and flexible demographic data into its Unified Measurement platform marks the first time brands can utilize person-level cross-screen ad measurement in real time and have the ability to analyze the impact of CTV and linear impressions on business outcomes within 24 hours.
The enhancements provide marketers with very granular information on the age, gender, household occupancy and co-viewing data for TV advertising across linear and 300+ publishers and streaming platforms. Building on the broad household level demographic ranges it has offered for the last four years, iSpot is now expanding to flexible and granular age and gender segments, giving marketers the ability to align with their buying targets on both linear and streaming environments.
“Streaming is being adopted at a rapid clip by consumers, presenting a massive opportunity for advertisers and publishers,” says Sean Muller, founder and CEO of iSpot. “In order for ad-supported streaming (AVOD) to take off, advertisers need consistent measurement across linear and streaming that aligns with how they buy media [age and gender], and delivered with speed, accuracy and actionability. With iSpot Unified Measurement, brands can now measure audience reach, incrementality and conversions with speed and accuracy and thus allocate and optimize budgets cross-screen with confidence.”
Among the advertisers using the platform, Home Advisor uses it to understand the business impact of linear, streaming and podcast advertising. And by using iSpot Unified Measurement, a leading insurance provider found that CTV buys across The Trade Desk, Hulu and other major DSP and streaming platforms yielded 6x the conversions of traditional linear advertising.
The enhanced person-level reporting is integrated into iSpot’s measurement offering inside the platforms of measurement partners such as The Trade Desk (TTD), which brands can purchase with campaigns on a cost per thousand (CPM) basis to verify the incremental reach provided by CTV investments across TTD’s expansive portfolio. Additionally, the measurement capability is powering TV ad insights for Neustar, Oracle’s MOAT, OpenAP, Cox Media’s Gamut and more.
iSpot’s integrated person-level viewing measurement leverages household demographics data as well as a person-level viewer panel in partnership with TVision Insights, overlaid onto the glass-level viewing measurement and iSpot ID graph that is built upon iSpot’s ad catalog, airings data and exclusive partnership with VIZIO. iSpot’s person- and household-level information is balanced against the U.S. TV Household Census as well as a CTV-specific Household Census, and enables brands to accurately report on and align with other marketplace currencies for faster, more accurate, actionable ad-buying.
The person-level reporting is now integrated into a self-serve dashboard on the iSpot platform that helps brands verify the net-new reach and incremental lift provided by CTV investments across a growing list of more than 300 streaming publishers and platforms.
“Because we were using measurements that spanned OTT and linear, we could analyze how responses compared side-by-side,” said Diana Boyles, VP of Marketing at HomeAdvisor during a recent iSpot customer event. “We learned that when someone sees a linear and OTT ad, there is a greater likelihood of responding. Moreover, we saw that people exposed only to OTT ads were very likely to convert. We were able to prove that we were reaching a net new audience for our brand that was performing very well. Last year we tested seven new streaming partners using iSpot Unified Measurement, and ended up more than doubling our spend on streaming.”