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.