BELLEVUE, WASH. — A “real-time platform” for measuring the business and brand impact of cross-platform television advertising has agreed to purchase a real-time television ad measurement company that specializes in products for D2C and direct response TV advertisers.
The deal, which sees the acquisition of DRMetrix by iSpot.tv, widens iSpot’s measurement of emerging formats for addressable advertising.
And, the iSpot.tv says, it enhances its ability to track rotating calls-to-actions, including website URLs, SMS and toll-free numbers.
“This capability — coupled with iSpot’s ability to track distinct creatives at scale and correlate ad exposures to conversion events such as digital actions and in-store traffic — gives brands of all sizes the expanded ability to measure the business impact of complex and dynamic ad buys across platforms,” iSpot notes.
Sean Muller, founder and CEO of iSpot, elaborates, “DRMetrix has developed unique and real-time measurement capabilities around creative versioning and dynamic advertising that will become increasingly important as the TV ad market evolves.”
DRMetrix’s AdSphere developed a measurement system for monitoring all TV ad formats and executions including those delivered via digital program insertion (DPI) ad breaks. The DPI measurement capabilities allow precise identification of ad creatives that are sold by the cable networks as “cover-ups,” which MVPDs inconsistently overlay with their own inventories.
This inventory, which includes addressable and local advertising, creates a continuous blind spot for networks, agencies and brands. The cover-ups are a favorite means for DTC and DR advertisers to invest in and test television, as they often come at a heavy discount. But both the buy and sell side struggle to accurately quantify the performance and value of this inventory because, until the combination of DRMetrix and iSpot, they could not be measured precisely at scale.
“We developed a unique system for accurately measuring one of the most dynamic and difficult portions of TV advertising, and we amassed a client base that represents a growing and important part of the TV ecosystem,” says Joseph Gray, founder/CEO of DRMetrix. “In iSpot, we’ve found a home for our innovations to thrive and a vehicle to accelerate our shared goals of making all TV ad measurement more transparent, more actionable and easier.”
DRMetrix serves 120 brands, networks and agencies, growing iSpot’s customer footprint to more than 450 annual brand subscriptions representing 50%+ of brands in the Ad Age 100 and 95% of TV networks in North America. This is iSpot’s second acquisition of a real-time ad measurement company, as it acquired Ace Metrix in January 2021 to combine business and brand impact using Ace’s comprehensive qualitative approach to measurement and scoring of creative performance.
— Reporting by Melissa Hourigan