A top independent data management platform (DMP) and data exchange has been selected as a partner by a company that’s best known for providing TV companies with solutions for ad detection, sponsorship measurement and media monitoring.
In an announcement formally announced Tuesday (6/27), iQ Media is teaming up with Lotame. The pact is designed to bring the industry’s first real-time TV attribution solution, giving brands what the companies call “an unprecedented understanding of their paid and earned TV exposure, how that exposure influenced audience behaviors, and which segments and demographics they’re reaching and resonating with most.”
It is their contention that, until now, brands have lacked the ability to track both paid and earned TV exposure against specific marketing KPIs, such as TV’s influence on product sales, website visits, app downloads, and other audience behaviors.
The new partnership between iQ Media and Lotame brings a new layer of data to TV measurement, allowing for data-driven pre-planning, mid-flight optimization, competitor conquer strategies, and acute post-campaign analysis, across local, national and global markets.
“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,” said 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.”
iQ Media’s platform is able to instantly reveal the level of TV exposure a brand is receiving. It distinguishes whether an exposure was a paid spot or an earned mention, in which market it appeared (local, national or global), and if it was a seen or heard brand instance.
Lotame can then map iQ Media’s data to viewership information—accessed from a network of 10 million SmartTVs, representing 100 million digital signals—and brands’ audience segments, including demographics, lifestyle and purchase type(s).
This three-tier audience modeling system creates the industry’s most advanced view of consumers’ exposure to brands on TV: who they are, where they are, what they watched, and the resulting action(s) they took.
“As advertisers scale their exposure across digital and linear TV, it’s imperative they understand who their audiences are, exactly what they’re being exposed to, and what truly results from their investments,” said Doug Pollack, GM of TV Products & Innovation at Lotame. “While all of this is obvious to digital-first advertisers, TV has been slower to achieve true attribution. This partnership combines data at scale, speed and strength to get brands a step closer to true TV attribution.”
iQ Media and Lotame’s partnership key features and benefits include:
- Audience Segment Attribution: Advertisers get second-by-second insights into brand instances (spoken mentions or brand appearances) on TV. These instances are the units of currency that allow advertisers to understand and attribute on-air activity to specific audience behaviors: digital traffic, purchase activity, social engagement, and so on.
Earned vs Paid Audience Values: Brands can finally attribute media and audience values to media exposure from their paid campaigns and PR strategies on a granular level, including, but not limited to, the value of a local news mention, an executive TV interview, or a word-of-mouth mention.
- Local vs. National Market Tracking: Advertisers are now able to correlate TV performance to audience in all 210 DMA’s, in order to better understand campaign performance and media investments in multiple markets.
- Competitor Intelligence: Brands have access to comprehensive views of competitors’ paid and earned media placements, campaign performance, market proliferation, and other media insights. Marketers can additionally plot their own campaigns up against competitors’ to see how their plans stack up to relevant audiences.
- In-flight TV Campaign Optimization: Marketers can immediately evaluate, measure and understand the ROI of major media investments to determine how various campaign flights resonate with audiences or are saturating certain markets. They can then use this information to adjust live and upcoming media plans.