Wednesday, December 9, 2020, 11:09 AM ET|Posted by Will Richmond
TV ad measurement provider iSpot has enhanced its unified ad measurement capability allowing brands to more accurately gauge incremental reach and effectiveness of cross-screen campaigns. iSpot has integrated demographic data into its Unified Measurement platform to provide person-level cross-screen ad measurement in real time across linear TV and 300+ streaming services. This includes age, gender, household occupancy and co-viewing measurement.
The new granular measurement is based on household demographic data from Epsilon and person-level panel data from TVision Insights. Sean Muller, iSpot’s founder and CEO explained that these data sets are then combined with iSpot’s catalog of all ads, their airing dates and exclusive viewing data from 16 million smart TV Vizio smart TV viewers and de-duplicated and processed by the company after adjusting for U.S. household and CTV household census information.
Sean believes the enhanced unified measurement capability will be critical in helping advertisers who want to invest more of their budgets in streaming and connected TV campaigns meet two critical challenges: aligning with traditional TV buying based on age and gender and gaining tangible proof of outcomes. Just yesterday Nielsen announced its plans for cross-media measurement dubbed Nielsen ONE, though the solution won’t be available until Q4 2022.
Advertisers use the iSpot data to identify streaming services that provide incremental reach to linear audiences and deliver on desired key performance indicators (KPIs). Sean said advertisers have seen anywhere from 1% to 13% incremental reach and 30-40% increase in business outcomes.
Home Advisor is one of the advertisers already using the updated measurement and there’s a short video of VP Marketing Diana Boyles explaining what they’ve done. iSpot’s unified measurement is offered inside of The Trade Desk measurement suite and is powering TV ad insights for other industry leaders.