This is part 1 of a 4 part series that explores the benefits of iSpot Data Connect, our next-gen identity and big data infrastructure, engineered for smarter measurement.
For decades, TV measurement has been fraught with challenges. From the inability to properly assign exposures to the right audiences, to double counting and misrepresenting viewers, getting a precise and accurate read on TV ad performance has historically been difficult.
With the boom of streaming ads these problems are daunting for advertisers. Yesterday’s measurement systems are no longer sufficient for the needs of the modern TV and video marketplace. The rise of multi-platform distribution and cross- screen viewing have thrown traditional viewing patterns into disarray, creating a complex media environment that is difficult to measure with precision and certainty.
In our latest guide, The iSpot Data Connect Advantage, we lay out the four key challenges advertisers, media agencies and media publishers face today, and how our advanced identity and big data system, iSpot Data Connect, is modernizing video and TV ad measurement.
Key Challenges Faced Today
Challenge 1. Misrepresentation: Both legacy and contemporary measurement systems fail to capture the full scope of audience behavior across screens, platforms, and environments. This leads to a distorted view of TV ad consumption, with certain demographics often underrepresented, or overlooked entirely. Performance analytics then become skewed, leaving marketers to base ad investment decisions on unreliable data.
Challenge 2. Out-of-Home and Person-Level Viewing: With an estimated 19% of sports impressions coming from outside the home, and a large portion of ad buys negotiated on person-level viewing, understanding co-viewing in different environments is a key requirement for advertisers and media publishers alike. Yet most measurement systems struggle to track out-of-home and person-level viewing, resulting in data that doesn’t fully reflect how and where people are viewing.
Challenge 3. Missed Opportunities: Without precise and representative data, advertisers risk missing key opportunities to engage with their target audiences. By capturing viewing habits that differ greatly from person to person and household to household, personalized and targeted advertising – and measurement – are more accessible to advertisers. If not managed properly, campaign measurement can be ineffective in capturing ad effectiveness among target audiences, increasing potential wasted ad spend.
Challenge 4. Outcome Attribution: Traditional measurement methods often lack the granularity and unified view of impressions needed to attribute outcomes accurately. Without taking into account person-level ad exposure(s) on other platforms or channels, attribution is credited against only a single publisher, or media type, with no holistic unified view of performance. This skewed insight into what helped drive conversions makes it even more challenging for advertisers to assess the true business impact of their cross-screen campaigns and optimize their media investment strategies accordingly.
Poised with Precision With iSpot Data Connect
iSpot Data Connect is JIC certified, and offers a modern solution to key industry challenges, providing the precision, accuracy, and granularity needed to navigate the complexities of cross-screen campaign strategy. By combining advanced identity, big data, and seamless matching, iSpot delivers comprehensive measurement that empowers advertisers and media companies to make more informed decisions and drive better business outcomes.
Download the full guide to learn how iSpot Data Connect’s progressive measurement with rigorous standards is stitching it all together to drive results.