Led by direct-to-consumer brands, marketers are ahead of the curve when it comes to attribution of television advertising spending. \u201cThe advertisers have actually been doing attribution for much longer than the media companies and the agencies,\u201d says Sean Muller, Founder & CEO of iSpot.tv.<\/p>\n
\u201cSo we see the advertisers as actually driving the marketplace forward on bringing business outcome type of thinking to the television world,\u201d Muller adds in this interview with Beet.TV at the recent LUMA Partners Digital Media East conference<\/a>.<\/p>\n It\u2019s symptomatic of a shift from digital media to TV regarding accountability, according to Muller<\/a>. \u201cBut television is difficult. It\u2019s extremely hard to measure television\u201d given its various iterations\u2014linear, time-shifted, on-demand and syndicated. \u201cIt\u2019s very, very, very complex.\u201d<\/p>\n iSpot.tv has spent the last seven years \u201creinventing measurement for TV,\u201d starting with the ability to do it in real time and at scale and then adding the capability to connect ad exposures to business outcomes. In other words, \u201cusing how television is bought without sort of reinventing how television is bought. Because that\u2019s hard to change.\u201d<\/p>\n The company\u2019s proprietary ad catalog<\/a> automatically tracks every TV ad on more than 120 networks and layers on meta data, according to Muller. \u201cWe then track airing schedules for every single TV ad so we know when every program and every ad airs.\u201d<\/p>\n Four years ago, iSpot.tv added smart-TV data to the mix \u201cso we\u2019re actually the first company to commercialize smart TV data in a major way.\u201d When all of the data are combined with U.S. Census demographics and geography data, the result is \u201ca fully processed and cleansed and accurate TV side.\u201d<\/p>\n Almost all (85%) of the company\u2019s revenue is brand-direct, with the remainder coming from TV networks.<\/p>\n \u201cWe have 200 large advertiser clients that use the platform \u201cto really bring their TV strategy in house, have transparency and then use us for everything from competitive measurement to attention to attribution and lift measurement,\u201d Muller says.<\/p>\n \u201cWhat I will say though is that advertisers are much further ahead in the marketplace in attribution than the media companies and even the ad agencies.\u201d<\/p>\n This video is part of Beet.TV\u2019s coverage of LUMA Partners\u2019 DIGITAL MEDIA EAST 2019. For more videos from the conference, please visit this page<\/a>. This series is sponsored by 4INFO<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" Led by direct-to-consumer brands, marketers are ahead of the curve when it comes to attribution of television advertising spending. \u201cThe advertisers have actually been doing attribution for much longer than the media companies and the agencies,\u201d says Sean Muller, Founder & CEO of iSpot.tv. \u201cSo we see the advertisers as actually driving the marketplace forward […]<\/p>\n","protected":false},"author":17,"featured_media":60531,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7982],"tags":[4133,7258,7696,7983],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60529"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=60529"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60529\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/60531"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=60529"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=60529"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=60529"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}