iSpot.TV and Google recently announced a new partnership deal designed to measure the reach of advertising campaigns on both YouTube and YouTube TV.
The television measurement company, iSpot.TV, boasts “future-proof TV ad measurement” that allows customers to get “robust analytics” within 24 hours along with in-market testing, assess brand recognition, purchase intent, likeability, and sentiment of ads, and even compare their own data with that of competitors.
It will integrate its data into Google’s Ad Data Hub for Measurement Partners to allow customers to see the incremental reach and value of their active investments in media campaigns.
iSpot CEO Sean Muller states:
“YouTube and YouTube TV are a significant part of the ad-supported landscape and provide advertisers substantial audience reach, ranging from people who are unreachable on linear TV to those with much overlap with other platforms and publishers. Unified Measurement integration will give brands the power to know the difference and invest with confidence across the TV and streaming landscape.”
As more people cut the cable cord, YouTube and YouTube TV are top contenders to rival traditional television networks to attract more advertisers and, in turn, generate more revenue from said ads. No other streaming platform owns a larger share of connected television viewership than YouTube.
Eleven advertisers were included in iSpot’s pilot program, which saw promising results for campaign managers wanting more insight into total ad impressions and co-viewing with the new evaluation tools.
On July 5th, 2023, iSpot will release this feature to all its customers. The company also announced it isn’t stopping here.
As the new partnership with Google progresses, iSpot will develop more tools for campaign insights, including detailed granular audience demographic across the two platforms. Future detailed data insights are said to include comparisons between YouTube and YouTube TV to linear television and connected televisions as well as collect data from mobile and computer users.