iSpot.tv has launched real-time conversion analytics for TV ads.
The solution pairs TV ad impressions from 10 million smart TVs to digital KPIs including web visits, registrations and purchases. The new solution works with iSpot.tv’s real-time catalog of TV ads with on-screen impression verification. The company says the conversion analytics provide customers with a clearer picture of which ad creatives, day parts, shows, networks and frequencies produce the best ROI.
“iSpot has advanced our ability to measure TV performance by moving us from a rudimentary model to one of high granularity, speed and accuracy,” said Chief Revenue Officer of Experian Consumer Services Jeff Softley in a statement. “We rely on the data on a daily basis and use it to make our creative and media buying decisions.”
The new attribution platform is launching after six months of beta testing by 20 TV advertisers in industries including wireless, auto, financial services, e-commerce, online services and others.
“The days of guesswork attribution and big-money, small-panel insights are numbered,” said iSpot.tv CEO Sean Muller. “Brands need to make decisions based on behavioral data at scale. CMOs are tired of guessing audience sizes and impact of their various TV campaigns and buys. They want to know the relative conversions driven by TV the same way they can on digital platforms.” iSpot tracks TV conversions across national, local, VOD and time-shifted ad views.