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Now that there is a plethora of vendor measuring TV advertising exposure and using attribution technology to link consumer outcomes to that exposure, advertisers will demand a different kind of success from TV.
That is according to the engineering and product chief at a company offering such services.
In this video interview, Anthony Skinner of iSpot.TV – which offers measurement, attribution and technical services – explains his company takes viewing data from Inscape, the subsidiary of TV maker Vizio that uses automated content recognition (ACR) to capture audiences’ real viewing behavior.
“It allows us to look at minute by minute viewing, really second by second viewing behaviour of TVs, smart TVs,” Skinner says.
“From that, we’re able to plough our metrics to it, lift frequency and others – TV adware, and so we’re able to then put that together as a package and then deliver it out to our customers.
“Most of the people that come to us are looking at getting TV ad spend that is based upon their KPIs – return on ad spend.”
iSpot.TV has been working with Roundel, Target’s data platform, for the last 18 months to build an attribution platform that allows brands to match ad exposures to SKU level sales.
iSpot.tv will be the Beet.TV partner at next week’s ANA Masters of Marketing conference.
This video is part of a series of interviews conducted during Advertising Week New York, 2019. This series is co-production of Beet.TV and Advertising Week. The series is sponsored by Roundel, a Target company. Please see more videos from Advertising Week right here.