ViewersLogic Single-Source Data Panel Disrupts Outdated Consumer Behaviour TV Measurement

ViewersLogic, the leading consumer behaviour data company, launches its Single-Source Data Panel (SSD Panel). This new platform measures for the first time the media consumption, online and offline purchases, and location data over time for the same individual following TV and online advertising exposure. Through this data marketers can understand campaign effectiveness in terms of hard business metrics such as sales, footfall, app downloads and website visits.

Traditional consumer research methodology is in an unsustainable state; it’s weak, expensive, low-quality, and often biassed. ViewersLogic’s SSD Panel offers direct to consumer brands, media agencies, and broadcasters for the first time the cross-media measurement capabilities they need to understand the effectiveness of their TV advertising that the existing outdated models cannot deliver.

Channel 4, MediaCom, McDonald’s, Publicis, JDR, Boots, Mars, Hotel Chocolat and Direct Line are already benefiting from first access to ViewersLogic’s SSD panel.

Ewan Douglas, Head of Sales (N&R) & Business Development, Channel 4 commented: “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.”

The silver bullet of single-source data

ViewersLogic’s SSD Panel is powered by its ground-breaking ‘single-source data’ that is passively extracted from an incentivised panel of consumers representative of the UK population, nationwide.

Where traditional research models measure data from different media channels and platforms in silos—attempting then to fuse the disparate sources together to surmise potential correlations—ViewersLogic’s single-source data passively collects the full range of behavioural data directly from the individual 24/7.

The way for brands to cut waste is now clear

This true picture of the full customer journey to purchase – made clear by the SSD Panel – gives brands the data they were missing to fully optimise their campaign performance, cut spend waste, and drive ROI. For example, brands can gain insight into their competitors’ cross-channel performance, enabling them to tactically respond in-flight and directly measure the impact of these changes.
“Finally, we can break away from the practice of research providers pretty much ‘marking their own homework’ when it comes to making claims about the reach and performance of a particular channel,” comments Henry Daglish, CEO and Co-Founder of Bicycle London. He continues, “No one is an island when it comes to multiple influences driving their purchase actions and the comprehensive approach that ViewersLogic takes results in much needed insight and extremely valuable data veracity.”

Ronny Golan, CEO & Co-Founder of ViewersLogic adds, “Our single-source data solution sets us apart from other measurement companies. This ViewersLogic SSD Panel is an innovative new tool that will enable brands to make better informed ad placements from the outset of campaigns and respond to in-flight developments incredibly quickly, both in the pursuit of greater market share.

About ViewersLogic

ViewersLogic is the leading consumer behaviour data company that enables brands, agencies, and broadcasters to close the loop on their entire cross-media measurement, buying and optimisation process. Through our ground-breaking cross-media measurement platform, we use unique single-source data to track the behaviour of the individual, not the media they consume, across TV, online and offline. Consumer exposure to an ad is closely monitored through to engagement with the brand including sales, footfall, website visits, app installs and account openings.
ViewersLogic disrupts the traditional research model which measures data from different channels and platforms in silos, then fuses it together to find probabilistic correlations. In contrast to the expensive, low-quality data produced by this method, ViewersLogic’s single-source data provides brands with the true picture of the full consumer journey to purchase they need to optimise their campaign performance and minimise waste spend. Clients include Channel 4, MediaCom, Publicis, eToro, Hotel Chocolat, Direct Line and the7stars. https://www.viewerslogic.com/