Adgile Adds Long-Term Attribution to TV Ad Measure

Australia-based TV data and analytics provider Adgile has added a solution called 'Long Term Effects Attribution' to its TV ad impact measurement platform.

Adgile uses proprietary technology to track and interpret data from television broadcasts, combining its own first party data with other sources to provide insights into audiences, ad effectiveness and brand exposure. In February, the firm launched a platform called Catalyst, designed to help users understand, optimise and extend their TV planning and buying in real time.

The company's latest solution was developed after Adgile's own research found marketers place more than 60% of their TV investment against objectives designed to generate long-term results. Developed in partnership with several clients, the solution will enable advertisers to examine relevant data sets agnostically, while allowing clients to conduct multiple experiments and A/B tests using machine learning, across extended periods of time.

The solution can be used for combinations of planning variables - such as advertising creative, context, programming, channel, dayparts, regions and demographics - to uncover what the firm says are previously undiscoverable sources of growth and in-channel optimisation opportunities. Global Head of Product Isaac Stefaniw (pictured) comments: 'Bringing accountability to advertising holistically required a unique solution that could go beyond short-term performance, and reflect the bigger picture and power that we all know TV can deliver - this is ultimately the value that Adgile's Long Term Effects product creates'.

Web site: www.adgile.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.