Real-time System Allows Brands to Understand Same Day ROI on TV Ad Spending
TV advertising has long been thought of as a futures market, in part because brands struggle to accurately measure the impact of TV advertising on sales within a time frame that allows for significant, ongoing campaign optimization. A partnership between two TV ad tech data companies is about to change that equation.
iSpot.tv, the real-time TV ad measurement company and TVSquared, the industry’s most accurate, same-day TV attribution platform, have partnered to provide a joint solution that will allow brands to understand the return on TV ad dollars on the same day the ads run.
iSpot.tv, the only company to track the creative elements, media schedules and digital responses to TV ads in real-time, will share its API into TVSquared’s ADvantage platform, which runs spot-by-spot, minute-by-minute analysis that allows advertisers to access campaign performance data.
“TV is fast adopting best practices from the digital realm”, said Sean Muller, ceo and founder, iSpot.tv. ““Driving website traffic and app utilization is a critical goal for most TV campaigns,” said Sean Muller. “This partnership enables brands to measure and optimize this critical KPI in real-time and in a turn-key manner.”
Using iSpot.tv and TVSquared technology in concert, advertisers can now link the airing of a TV ad not just to the response across Facebook, Twitter, YouTube and search engines directly but to the sales activity within hours of an ad airing. From website traffic to app download and usage to call center response, the two companies can now map activity directly to purchase volumes and ROI.
“There is no shortage of long-tail studies that vaguely say, ‘Your ad ran and your sales were lifted as a result,’ said Calum Smeaton, CEO and founder, TVSquared, “but to this point — and thanks to this joint solution — there has never been a faster, more accurate way to measure the ROI of an ad airing on television.”
iSpot.tv tracks and measures national TV advertising activity in real-time. Its proprietary technology platform decodes and fingerprints all elements of every national TV ads across 111 TV networks and matches metadata from ads to digital signals across Facebook, Twitter, YouTube and the major search engines.
Fortune 500 brands, TV networks and agencies use the iSpot.tv platform for understanding ad effectiveness, media planning, competitive intelligence and more. The company is based in Bellevue, WA with offices in NYC, LA, and Chicago. iSpot.tv was founded in April 2012 by Sean Muller and has raised more than $27.5M in funding, with participation from Madrona Venture Group, Insight Ventures and TL Ventures. Learn more at www.ispot.tv
TVSquared is the most accurate, same-day television attribution platform in the industry. Delivering improved campaign performance for advertisers, TVSquared’s state-of-the-art analytics platform enables any brand or agency to increase ROI and proactively improve the performance of TV advertising campaigns. TVSquared delivers spot-by-spot, minute-by-minute performance analytics on an easy-to-use web portal. The company’s global customers can access their own campaign performance data from all networks delivered to them in near-real time. To learn more, visit www.tvsquared.com.