PHILADELPHIA, June 27, 2017 (GLOBE NEWSWIRE) -- iQ Media (www.iq.media), the pioneer of real-time TV intelligence for brands, today announced a new partnership with Lotame, the leading independent data management platform and most trusted data exchange. This new partnership delivers the industry’s first real-time TV attribution solution, giving brands an unprecedented understanding of their paid and earned TV exposure, how that exposure influenced audience behaviors, and which segments and demographics they’re reaching and resonating with most.
Brands have lacked the ability to track both paid and earned TV exposure against specific marketing KPIs, such as TV’s influence on product sales, website visits, app downloads, and other audience behaviors. iQ Media and Lotame’s partnership brings a new layer of data to TV measurement, allowing for data-driven pre-planning, mid-flight optimization, competitor conquer strategies, and acute post-campaign analysis, across local, national and global markets.
“Brands spend over $70 billion a year on TV advertising, but until now, haven’t been able to accurately attribute these investments to business outcomes,” said Kevin Kohn, CEO of iQ Media. “Our partnership with Lotame finally puts TV on the same plane as digital, giving advertisers a much deeper and broader set of data to measure TV and sponsorship ROI, across local and national markets.”
iQ Media’s platform is able to instantly reveal the level of TV exposure a brand is receiving. It distinguishes whether an exposure was a paid spot or an earned mention, in which market it appeared (local, national or global), and if it was a seen or heard brand instance. Lotame then maps iQ Media’s data to viewership information—accessed from a network of 10 million SmartTVs, representing 100 million digital signals—and brands’ audience segments, including demographics, lifestyle and purchase type(s). This three-tier audience modeling system creates the industry’s most advanced view of consumers’ exposure to brands on TV: who they are, where they are, what they watched, and the resulting action(s) they took.
“As advertisers scale their exposure across digital and linear TV, it’s imperative they understand who their audiences are, exactly what they’re being exposed to, and what truly results from their investments,” added Doug Pollack, GM of TV Products & Innovation at Lotame. “While all of this is obvious to digital-first advertisers, TV has been slower to achieve true attribution. This partnership combines data at scale, speed and strength to get brands a step closer to true TV attribution.”
iQ Media and Lotame’s partnership key features and benefits include:
- Audience Segment Attribution: Advertisers get second-by-second insights into brand instances (spoken mentions or brand appearances) on TV. These instances are the units of currency that allow advertisers to understand and attribute on-air activity to specific audience behaviors: digital traffic, purchase activity, social engagement, and so on.
- Earned vs Paid Audience Values: Brands can finally attribute media and audience values to media exposure from their paid campaigns and PR strategies on a granular level, including, but not limited to, the value of a local news mention, an executive TV interview, or a word-of-mouth mention.
- Local vs. National Market Tracking: Advertisers are now able to correlate TV performance to audience in all 210 DMA’s, in order to better understand campaign performance and media investments in multiple markets.
- Competitor Intelligence: Brands have access to comprehensive views of competitors’ paid and earned media placements, campaign performance, market proliferation, and other media insights. Marketers can additionally plot their own campaigns up against competitors’ to see how their plans stack up to relevant audiences.
- In-flight TV Campaign Optimization: Marketers can immediately evaluate, measure and understand the ROI of major media investments to determine how various campaign flights resonate with audiences or are saturating certain markets. They can then use this information to adjust live and upcoming media plans.
For more information about the new partnership between iQ Media and Lotame, please contact Gretel Going, gretel@channelvmedia.com or 212.680.0179.
About iQ Media
iQ Media empowers the world’s most iconic brands to connect TV investments to real-time audience outcomes. With solutions for ad detection, sponsorship measurement and media monitoring, iQ Media tracks any paid and earned media occurrence across local, national and global TV markets, in order to attribute true media and audience values to marketing efforts. Brands like Google, Home Depot, Red Bull and SONY leverage iQ Media’s real-time TV intelligence solutions to make faster decisions around TV and sponsorship spend, optimize media placements, and conquer their competition, all while tying TV occurrences back to purchase events through first-party data integrations. For more information, please visit www.iq.media
About Lotame
Lotame enables companies to use data to build stronger connections with their consumers. Lotame is proud to be the leading independent data management platform (DMP) and offer the most widely used, trusted and comprehensive data exchange in the industry. Committed to innovation, agility and -- above all, customer success -- the Lotame team aims to continuously find new and meaningful ways to help its clients harness the power of data to fuel more relevant and personalized experiences across screens and devices, online and off. Lotame is headquartered in New York City, with resources around the world, including Maryland, San Francisco, London, Singapore, Mumbai and Sydney.