Real-Time TV Ad Measurement Company Introduces Multi-touch Attribution Platform Connecting Ad Exposures Directly from 10 Million Smart TVs to Sales
Bellevue, Wash. and New York City — April 19, 2017 — iSpot.tv, the leading real-time TV ad data company, today announced the launch of real-time conversion analytics.
The new attribution solution connects TV ad impressions measured from 10 million smart TVs directly at the household level to digital KPIs such as web visits, registrations and purchases. The capabilities represent a breakthrough in the measurement of TV ads by providing a digital-like multi-touch attribution capability for TV.
Built on top of iSpot.tv’s comprehensive real-time catalogue of TV ads with on-screen impression verification on 10 million smart TVs, the conversion analytics provide customers with a clear picture of which ad creatives, day parts, shows, networks and frequencies drive the best return on investment.
“iSpot has advanced our ability to measure TV performance by moving us from a rudimentary model to one of high granularity, speed and accuracy. We rely on the data on a daily basis and use it to make our creative and media buying decisions,” says Jeff Softley, Chief Revenue Officer of Experian Consumer Services.
iSpot’s attribution platform has been in beta testing over the past six months with a group of twenty TV advertisers across a variety of industries including wireless, auto, financial services, e-commerce, online services and others.
TV conversion measurement and attribution is a major challenge for brands. Most brand marketing organization have implemented a media-mix model and a digital-attribution model. TV attribution is a major area of weakness for marketers; brands generally utilize a probabilistic “last click” model, clunky and slow set-top box solutions or inconsistent ad-hoc measurements. iSpot TV attribution helps put TV attribution on the same footing as digital.
As ads get de-coupled from shows and consumers shift between linear and on-demand streaming services, mapping ad exposures and performance is a major challenge for networks and brands. “The days of guess-work attribution and big-money, small-panel insights are numbered. Brands need to make decisions based on actions and impact and solid granular measurement not numbers provided by the foxes in the hen house behavioral data at scale” said iSpot.tv CEO Sean Muller. “CMOs are tired of guessing audience sizes and impact of their various TV campaigns and buys. They want to know the relative conversions driven by TV the same way they can on digital platforms.” iSpot tracks TV conversions across national, local, VOD and time-shifted ad views. More information and case studies are available upon request
More information and case studies are available upon request.
More About iSpot
iSpot.tv is the leader in real-time TV ad data and analytics. The attention and conversion analytics company measures TV ad activity at scale and directly from 10 million smart TV screens. iSpot’s proprietary platform measures TV ad impressions in a digital-like manner across linear (national and local), OTT, VOD and DVR environments and across all U.S. operators and zip codes. iSpot’s attention analytics measure viewer retention and tune-out while ads are playing on the screen. iSpot conversion analytics set the industry standard for TV attribution by directly connecting TV ad impressions with web, app and other first-party data. The company’s dashboards, APIs and analytics are utilized by leading brands in every major industry, as well as by TV networks and agencies. More on methodology at https://www.ispot.tv/our-technology.