iSpot.tv, TVSquared Team For Same-Day ROI TV Ad Data

by Wayne Friedman , November 23, 2015

TV advertising measurement researcher iSpot.tv and TVSquared, a TV campaign attribution platform, are partnering on what they say is a first-of-its-kind service where brands can get return on media investment on the same day that TV commercials air.

The two companies say advertisers can now connect the airing of a TV commercial directly to the point of purchase within hours of a commercial airing. They can also provide return data from Facebook, Twitter, YouTube and search engines.

iSpot.TV -- which says it is the only company to track TV media schedules, its creative, as well as digital responses to TV ads in real-time -- will share data with TVSquared’s ADvantage platform, which runs spot-by-spot, minute-by-minute analysis for advertisers to access campaign performance.

Calum Smeaton, CEO/founder for TVSquared, states: “There is no shortage of long-tail studies that vaguely say: ‘Your ad ran and your sales were lifted as a result.’ 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 estimates media spend in real-time using historical viewership figures for the top 150 TV programs -- and using predictive modeling, estimates expected viewership of TV programs. It applies a [cost per thousand] CPM rate or cost per spot for each network.

The company has a relationship with SQAD in providing average advertising insertion costs across all networks.

Recording linear broadcasts from 113 networks in multiple locations around the country, iSpot.tv tags over 40 different dimensions of metadata, including brand, agency, actors, products, songs, moods, URLs and other data.

ad campaign, ad spending, advertising, attribution, online, real-time, search, social media, television, tracking, tv

2 comments about "iSpot.tv, TVSquared Team For Same-Day ROI TV Ad Data ".

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Andreas Schroeter from wywy, November 24, 2015 at 3:38 a.m.
First-of-a-kind is such a strong word, as wywy has been doing this already for quite a while, just recently announcing its new TV Analytics Dashboard: http://adexchanger.com/tv-2/as-tv-evolves-beyond-the-grp-ford-goes-along-for-the-ride/

That said, taking average insertion costs gives a first good impression but as costs can vary by 90+ percent depending on the advertiser, it does not paint an accurate picture. Advertisers need to use their true net costs per airing to get the right ROI for them.
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Ed Papazian from Media Dynamics, November 30, 2015 at 9:39 a.m.

Interesting----but a few questions. Let's say that they can track every commercial airing and correlate its costs---using SQAD averages-----with sales activities at various outlets on an almost instant basis. So far , so good. But if a brand runs five spots on a given day on five different channels---each with it own unique audience levels, demos, engagement rates, etc----how does the system know which of these exposures generated the sales? Or is there some way that the combined effect of all five exposures is calculated---perhaps, using SQAD average time costs and CPMs per spot to create a weighted audience tonnage estimate? Also, what about the cummulastive effects of past ad exposures, not only via TV but in other media? How are these factored in?