We can’t use old tech to measure a digital version of television. This week on TV Talk with Jo Kinsella, Jo chats with Bob Ivins, Chief Strategy Officer at TVSquared, and breaks down the importance of measuring TV like digital and giving advertisers the cross-platform insights they need to increase the efficiency of their TV ad campaigns.
The Time for TV Attribution is Now
COVID-19 has only accelerated the need for TV attribution. We’ve seen a 5.5 million subscriber loss to traditional paid TV and we expect to see a billion streaming subscriptions by 2021, with 3+ streaming services per household. The bottom line: We can’t use old tech to try to measure a digital version of TV.
Jo says, “Advertisers, the sell-side, the publishers and the DSPs are all asking for transparency and simplification and want precision.”
Closing the Loop on the Consumer Journey
TVSquared buckets three components/elements of closing the loop:
- Measurement (impression delivery, reach and frequency and unique unduplicated reach)
- Attribution and Outcomes (brand 1st party data, tags on thousands of websites globally, etc)
- Audiences (using our platform to know the ad was delivered and that someone took an action)
With this, brands have transparency across the full journey.
The Value Prop
Bob reiterated why it’s so important to “meet the customer where they are.” TVSquared measures TV like digital, giving advertisers in more than 75 countries the cross-platform insights they need to increase the efficiency of their TV ad campaigns and improve business outcomes and sales. We deliver real-time TV insights that help advertisers understand TV ROI and identify the ideal media mix based on who saw your ad, where it was seen, and if someone took an action. From there, advertisers can increase the efficiency of their TV spend, improving ROI and driving business growth.
Hungry for more TV Talk content? Check out the full episode here. TV Talk with Jo Kinsella is also available via Spotify, Apple Podcasts, Stitcher and Google Podcasts.