iSpot.tv, the real-time TV ad metrics platform, have unveiled new measurement capabilities to enable brands, agencies and TV networks to correlate digital activity to the airing of national TV commercials, providing insights into how consumers are interacting with TV commercials across a variety of digital platforms, largely driven by mobile devices.
The company, which utilizes proprietary fingerprinting and tagging technologies to capture, tag and track all nationally broadcasted TV commercials in real-time, will begin offering customers the ability to monitor digital reactions to TV ads across three crucial performance indicators: social actions, search activity and online video views. Viewed in conjunction with spending, placement and ad selection patterns, iSpot says that customers can now identify which networks and shows are most likely to generate a digital response for each product category and deploy ad dollars and creative assets more effectively.
“Real-time data surrounding TV advertising is a huge development for the entire advertising industry, ” says Bob Ivins, chief data officer of Mindshare, a global media agency and division of WPP. “This not only enables a more optimized approach to reaching consumers, it provides a new way to help clients gain competitive advantage on the TV screen and digitally.”