ITV Launches Ad Impact Measures

UK-based broadcaster ITV has launched two measurement solutions, Addressable Lift and TV Auction Boost, allowing clients to measure TV ad business outcomes including web traffic, sales and profit.

Addressable Lift is a pilot programme of full-funnel measurement across brand lift, site lift and sales lift for campaigns at a household level. Building on the DataMatch product, which enables measurement of the impact of ITVX campaigns on sales, Addressable Lift will also measure the lift those campaigns create on brand perception and web traffic. Pilots have been run with brands and alongside launch partners Adalyser, Innovid and Lucid (a Cint company), and ITV is inviting more advertisers for the pilot in Q1 2024.

The second new tool, TV Auction Boost, is a study conducted in association with OMG and Percept, into how broadcast advertising influences paid search activity. Minute-by-minute data on hundreds of millions of pounds worth of activity was analysed across 25 advertisers spanning three years, eleven industries and more than a billion search impressions. Next year, ITV and OMG will roll out the results of the study, complemented by an experimental phase.

Kate Waters (pictured), ITV Director of Client Strategy & Planning, comments: 'We need more innovative and sensitive ways to measure the full-funnel effect of TV and provide better proof that TV builds businesses not just brands. The launch of Addressable Lift and TV Auction Boost builds on the work we've already done around GeoX and the Hidden Value of Peak. 2024 is a big year for our team and I'm excited to welcome more advertisers to join the trials and experiments that we're running, to show that TV works harder now than ever before'.

Web site: www.itv.com .

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