First-Ever Platform for Measuring TV Advertising in Real-time Surfaces Unprecedented Data Linking Search, Social and Video View Behaviors to TV Viewing, Helps Advertisers Crack New Codes on Response and Effectiveness
Measures 191 Million Actions from TV Commercials in November
BELLEVUE — iSpot.tv, the only real-time TV ad metrics platform, today unveiled new measurement capabilities that enable brands, agencies and TV networks to correlate digital activity to the airing of national TV commercials. The unprecedented data capabilities provide insights into how consumers are interacting with TV commercials across a variety of digital platforms, largely driven by mobile devices.
The company, which utilizes proprietary fingerprinting and tagging technologies to capture, tag and track all nationally broadcasted TV commercials in real-time, will begin offering customers the ability to monitor digital reactions to TV ads across three crucial performance indicators: social actions, search activity and online video views. Viewed in conjunction with spending, placement and ad selection patterns, iSpot customers can now identify which networks and shows are most likely to generate a digital response for each product category and deploy ad dollars and creative assets more effectively.
The digital sources include a variety of actions directly related to TV ads as they happen across Facebook, Twitter, YouTube, Google, Bing, Yahoo! and the iSpot.tv website (which gets 2M+ unique visitors per month). The iSpot platform provides digital and TV ad metrics across a continually growing database of 40,000+ campaigns running on 80+ TV networks and representing 5,000+ brands across 160 industries.
The iSpot data for November reveals 191M explicit digital actions surrounding TV ads, including 158M online views of TV ads, over 30M searches and nearly 4M social actions (such as a share, a like, tweet, comment or a vote).
“Real-time data surrounding TV advertising is a huge development for the entire advertising industry, ” said Bob Ivins, chief data officer of Mindshare, a global media agency and division of WPP. “This not only enables a more optimized approach to reaching consumers, it provides a new way to help clients gain competitive advantage on the TV screen and digitally.”
“The $70 billion TV ad industry finally has real-time insights for seeing and understanding the signals that are coming from digital devices,” said iSpot founder Sean Muller. “Having solid, scalable, real-time metrics cracks open the black box to reveal not just how each creative is performing across an industry vertical or brand, but the types of programming and networks that are going to yield the most bang for the buck.”
The company, which recently launched a variety of ‘first screen’ measurement capabilities counts more than 50 fortune 500 companies as clients. In addition, the iSpot platform now offers a real-time API for accessing data around TV ads as they air.
About iSpot.tv: iSpot.tv is the only real-time TV advertising performance and intelligence platform that’s able to track digital interactions with TV ads at scale. By using proprietary fingerprinting and tagging technologies, the iSpot platform surfaces TV spots and industry insights on TV and across the digital landscape, as they happen. Brands, agencies and TV networks can leverage the iSpot analytics products to gain an unprecedented view into what ads are running on what networks and how much is being spent across an entire industry and at scale. Anyone can watch ads in HD at iSpot.tv and explore actors, songs, products and offers they see on television with options to rate, share and comment on what they find. The company was started in stealth mode in 2012 by Sean Muller and a team of technical wizards in the Seattle area and has recently announced a $5M round of financing led by Seattle-based Madrona Venture Group, with participation by TL Ventures.
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