Channel 4 has announced the launch of a new TV attribution platform that it says will provide advertisers with “a new and highly accurate way to measure TV effectiveness and understand how their TV spend impacts hard business metrics like sales, footfall, app downloads, account openings and more”.
The new “industry standard” platform has been developed by 4Sales and ViewersLogic and sets out to measure an individual consumer’s journey to purchase, rather than just the media they consume. Data is collected using engaged TV viewers that are representative of the UK population, who are incentivised through a rewards programme to download ViewersLogic’s panel-based app. By passively gathering relevant data on their activities across linear TV, mobile and tablets, as well as geographical location and offline purchases, the app tracks the individual’s entire journey from viewing a TV ad to the actual purchase. This enables brands to determine the uplift* in their KPIs that can be attributed to the TV campaign.
“We’re incredibly proud of what we have created with our partners at ViewersLogic, and we truly believe it will help transform how the market can attribute the success of a TV campaign,” said Ewan Douglas, head of sales (N&R) & business development, Channel 4. “While the platform is exclusively available to Channel 4 advertisers, we hope in time we will be the first in a long line of adaptors of this technology which helps prove the continued power of TV advertising.”
The platform aims to understand the effect of a given campaign on a brand’s preferred metrics, such as sales, app downloads, and website visits. It uses opt-in single-source data** gathered from individuals, to offer insight on viewer attribution for cross-media campaign optimisation that “enables marketers to understand for the first time how each channel contributed to KPIs and delivered ROI”.
“Existing cross-media measurement approaches using dubious maths and probability are woefully inaccurate and waste significant portions of invested advertising budgets. While they used to be state of the art, today, they are unfit for purpose and in any other industry this situation would not be tolerated,” said Hassan Khan, VP sales, ViewersLogic.
“The ViewersLogic platform is disrupting the status quo with its next generation capabilities. Now, finally, marketers can close the loop on their cross-media measurement, planning and optimisation process to get an accurate understanding of the actual effectiveness of their TV campaigns and control ROI. Channel 4 understands the power of our platform in driving the future of linear TV advertising. We’re delighted to bring our insights to their advertisers.”
The partnership with ViewersLogic covers Channel 4’s full linear channel portfolio as well as select UKTV and Discovery channels, of which 4Sales is the UK sales house.
*To calculate uplift, ViewersLogic uses a test and control methodology. For the control group, individuals who were not exposed to TV activity from the brand in question are monitored during the campaign period or in the two months prior. While the test group contains individuals who were exposed to TV activity from the brand in question during the campaign period but not in the two months prior.