UK-based Sky Media, a unit of Comcast, announced it will partner with TV measurement firm TVSquared to enable advertisers to track whether or not ads lead to sales and website visits.
Determining quickly if an ad actually increases product sales has been a Holy Grail endeavor for media companies. Companies typically have to wait weeks for reports on ad effectiveness.
The problem has been even more acute during the pandemic. According to a June 2020 report by MAGNA, a media intelligence firm, global ad revenue for traditional TV is expected to decline 12% this year from the postponement of major sporting events.
Sky Media and TVSquared say the partnership will enable real-time tracking of website visits by consumers to determine if TV and streaming ads are attracting real interest.
“TV continues to remain the most trusted and impactful way for brands to engage current and future customers, illustrated by the growing number of digital-native brands turning to TV,” said Dev Sangani, Sky Media’s Director of Strategy and Capability, Sky Media. “Being able to directly measure the impact TV has on driving web traffic and the resulting sales will be an immensely powerful tool… Our emerging insights show that there is a 50-100% increase in web visits attributed to TV versus traditional models. Clearly that means TV’s impact on advertising performance has been wildly underestimated.”
Calum Smeaton, CEO of TVSquared said, “TV can be measured and optimised with a focus on business outcomes – and Sky Media and TVSquared are enabling that for thousands of advertisers at scale today.”
_____
Source: Equities News
