• by Wayne Friedman , Yesterday

TV measurement and attribution platform iSpot has signed Roku as the first major TV-streaming publisher to use its key business media product “Outcomes at Scale.”

The Outcomes tool will be used by Roku’s advertiser brands to gauge performance in real-time, in-flight campaigns. Business outcomes continue to be highly desirable marketing/media data for TV and streaming advertising brands. 

This includes the ability to tweak and change creative strategies and drive business results such as web conversions, to monitor overall media return on investment (ROI) performance.

Analysts say the iSpot product -- more than other business outcome tools in the marketplace -- is an effective tool when media buys change quickly for in-flight performance measurement, across linear and streaming platforms.

Early testing for advertiser SimpliSafe showed results that included a 23% increase in customer leads and a 31% increase in website visits.

For some brands, while iSpot is ascending in the TV measurement field, it is still behind long-time industry leader Nielsen.

Nielsen One, which started up a year ago in January, provides cross-media audience measurement and campaign outcomes, linking impressions and media to business results.

The downside for Nielsen is that it has typically slower reporting cycles.

VideoAmp is another growing TV measurement competitor with strength measurement of deduplicated reach and frequency. Analysts say it is cost-effective compared to Nielsen.