iSpot Introduces New Metrics To Take On Streaming Ad Challenges
Streaming TV advertising has grown by leaps and bounds in recent years, with more services offering ad-supported tiers, and more brands appearing on streaming. And yet, challenges have persisted, as advertisers clearly understand the “need” to buy streaming inventory, but still have questions around what that spend will actually get them.
Announced on Tuesday, iSpot’s new audience and ad measurement enhancements build on top of the existing iSpot Unified Measurement platform to provide an even richer source of truth for measuring reach and frequency around cross-platform TV ad campaigns.
With data from both linear TV airings as well as activity from over 400 streaming platforms in one dashboard, advertisers get a clear view of however they choose to define campaign success. Unified Measurement sheds light on deduplicated reach and frequency measurement on a household and person-level, and shows – by publisher – how streaming is leading to incremental audience reach over linear.
Though it’s been obvious for years that audiences are increasingly flocking toward streaming, it’s been tougher for advertisers to join them without a transparent way to measure that move – especially when compared to more traditional TV ad buying. iSpot’s Streaming Measurement aims to take on some of the key hurdles holding back advertisers to-date, including:
Frequency-Capping Issues
Ad Waste
Unreached Audiences
Inconsistent Metrics
Addressing these, and other, ongoing blindspots around streaming advertising puts new power in the hands of advertisers, and potentially reduces fears around ad budget risk. Naturally, advertising on streaming seems less risky when you’re far more aware of what you’re buying and the sort of results that come after.
Those outcomes are also a key point for iSpot. From on-target delivery, to publisher-level co-viewing transparency, CTV verification, conversion data and more, iSpot’s streaming suite is built to optimize streaming advertising the same way brands are doing on linear. As part of this launch, iSpot will also be introducing the industry’s first streaming competitive dashboard, offering industry-specific ad landscape views across over 900 streaming publishers.
With well over 35,200 advertisers on TV last year (according to iSpot’s forthcoming 2023 transparency report), there are significant hurdles in place for brands to get their messages in front of intended audiences. But doing so effectively requires a complete view of the TV landscape that includes streaming, and iSpot’s new announcement appears to provide just that.
Thus far, iSpot has already made these metrics available to a limited group of customers. You can read more about all of the company’s new streaming solutions here.
