iSpot Launches ‘Outcomes At Scale,’ Enabling Publishers To Measure Campaign Results In Flight

Measurement company iSpot said it launched a new product that provides persistent tracking of the results of video advertising campaigns at scale and in flight.

The product–called Outcomes at Scale–quickly lets publishers know how much online activity or store visits result from campaigns running across traditional TV and streaming.

Paramount Global is the first media company to buy Outcomes at Scale, integrating it into its ad sales and advanced audience product offering.

iSpot said it will be rolling Outcomes at Scale out to other publishers throughout the year, including more before the beginning of the upfront ad market later this spring.

Television measurement companies historically prioritized counting how many people viewed a TV show or commercial. This has become more difficult as more consumers stream their video content.

More recently media buyers and their marketer clients have been interested in other metrics, such as the amount of attention paid to ads. Ultimately the goal of advertising is to sell products and services, and measuring outcomes and being able to attribute them to advertising, has become a holy grail to marketers.

iSpot said it has been offering outcome measurement since 2017. It also measures the likeability and memorability and audience reach. Combining them into unified measurement, iSpot said it helps buyers optimize campaigns and sellers better monetize their ad inventory.

Paramount Global has been among the pioneers in advanced advertising. It recently ended a contract dispute with Nielsen, the dominant TV measurement company. During the dispute, Paramount, which owns CBS and cable networks including MTV and Comedy Central, offered clients audience measurement from VideoAmp.

iSpot called Paramount a longtime customer and product collaborator.

“The ability to deliver automated outcomes seamlessly across platforms is incredibly transformative,” says Travis Scoles, executive VP of Advanced Advertising at Paramount. “While traditional metrics like GRPs remain important, they often serve as proxies for impact. Delivering proof of performance at scale is the roadmap for the future of the industry.”

iSpot said that Outcomes at Scale enables publishers to provide clients an almost immediate view into how verified, on-screen ad impressions connect to a brand’s key performance indicators of sales, such as store traffic, online visits and ticket purchases.

The conversion-rate tracking enables brands to see which programs, day parts and audience segments generate the best response to ad campaigns in time for publishers to offer flight optimizations to drive better performance and outcomes, iSpot said..

“Offering attribution at scale doesn’t just speed up the time to critical insight for brands and enable better in-flight optimizations, it can change the buying process from a conversation about reach to one about impact,” said Stud Schwartzapfel, executive VP of media at iSpot. “Now, instead of waking up and checking how campaigns are pacing for on-target reach, buyers can see how investments are performing as campaigns progress and allocate dollars on what’s working.”