Research Now SSI and real-time television ad analytics specialist iSpot.tv have partnered to create what the firms are calling 'the largest passively monitored and surveyable TV viewership panel in the US'.
The deal will see iSpot's TV ad analytics combined with Research Now SSI's single-source dataset including millions of opted-in consumers. Matching these with iSpot's ad measurement (from Inscape's panel of more than nine million opted-in TV households) links commercial exposure with customer survey data, giving brands and agencies insight into the effectiveness of their linear and OTT TV advertising.
Measurement is available both as a single-channel linear TV study, and as part of a holistic cross-media study, and will be available in Research Now SSI's ADimension Cross Media dashboard. This capability links exposure data across all screens and devices, including Over-The-Top (OTT) content consumed on connected TVs, at the individual user level.
Bob Fawson, EVP Product Development at Research Now SSI, says the partnership sets the standard for linear television advertising effectiveness measurement as part of a unified single-source passive video measurement solution. Robert Bareuther, SVP Business Development at iSpot, says the agreement 'gives us the ability to connect our TV ad analytics with the strong voice of the consumer isolated by Research Now SSI surveys'. He adds: 'Together we can provide our clients the accurate insights and measurement they need given the continued importance of TV in the media mix'.
Web sites: www.researchnow.com and www.ispot.tv .
All articles 2006-19 written and edited by Mel Crowther and/or Nick Thomas.