Advertisers won't have to wait hours or days after this year's Super Bowl to find out how many people watched their spots during the Big Game.
TV ad tracking company iSpot.tv has rolled out a new set of metrics that will offer brands real-time data on view rates, impressions and unduplicated reach for their ads. The service, which has tracked ad activity for three years, now provides this data for national and local ads watched on TV screens whether they're viewed live, time shifted, or via VOD or OTT.
With all the changes in how audiences watch TV, "more and more ads are becoming decoupled from the programs themselves, and a lot of brands and networks are starting to move towards audience-based buying," said Sean Muller, iSpot.tv founder and CEO. "On top of that, digital has taught brands the power of being responsive with their media in general. So now, brands are really trying to become more responsive with television."
The company is utilizing technology embedded into the firmware of 10 million TV sets in the U.S. that detects any kind of content, including ads, on the screens. iSpot.tv tags ads in its commercial catalog using fingerprint technology and tracks them on the screen with ACR, or automatic content recognition, no matter what kind of device is connected to the television.
iSpot.tv has been beta-testing the view rate and impressions metrics for six months but wanted to offer the insights to all of its clients in time for the Super Bowl. "Now they'll know if consumers tended to either change the channel in the middle of their ads, or perhaps some consumers decided to rewind and watch their ad again," said Muller. "So they'll know the exact viewing behavior of their ad compared to everybody else."
Muller is most excited about bringing the view-rate data, which has been widely used for digital video, to linear viewing for the first time. "That's a hot and widely used measurement on the digital video side, and now we're able to do the same for television," he said.