iQ Media, Lotame Join Forces To Aid TV Attribution

IQ Media and Lotame are partnering to provide insights into audience behavior resulting from a TV ad, and which demographics are responding best to campaigns -- getting brands "a step closer to true TV attribution," according to Doug Pollack, GM of TV products & innovation at Lotame.

The new deal, announced Tuesday, will provide IQ Media clients with access to the following data from 10 million connected TVs outputting 100 million digital signals:

-- Audience segment attribution: real-time data on “brand instances,” or mentions, connected to actions including digital traffic, purchase activity and social engagement.

-- Earned vs. paid audience values: attribution of media and audience values based on whether the exposure was from paid or earned media.

-- Local vs. national market tracking: correlation of campaign performances in all 210 designated market areas.

-- Competitor intelligence: access to data on the paid and earned media placements of competitors, their campaign successes and competitive analyses.

-- In-flight TV campaign optimization: real-time data on current campaigns, measurement of ROI and the ability to adjust campaign parameters on the fly.

“Brands spend over $70 billion a year on TV advertising, but until now haven’t been able to accurately attribute these investments to business outcomes,” stated Kevin Kohn, CEO of iQ Media. “Our partnership with Lotame finally puts TV on the same plane as digital, giving advertisers a much deeper and broader set of data to measure TV and sponsorship ROI across local and national markets.”

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