All TV Advertisers Can Now Tap Visual IQ to Measure TV Advertising’s Impact on Business Outcomes
NEEDHAM, Mass. – Visual IQ, the leading cross channel marketing attribution software provider, announced enhancements to its TV Attribution offering, part of the award winning IQ Intelligence Suite. The upgrades, which allow advertisers to upload their own TV impression and cost data into Visual IQ’s robust platform for modeling, will provide more advertisers with the tools they’ve been lacking to measure TV advertising’s immediate impact on digital responses, such as leads, sales, website visits, and other digital brand engagement activities.
“The ability to model their own data will arm all marketers, regardless of their television advertising strategy, with the insight they need to understand TV advertising’s impact on driving actual digital responses.”
The enhancements to TV Attribution are the latest upgrades to IQ Envoy, a core product within the IQ Intelligence Suite that calculates TrueMetrics™ that reflect the true impact every marketing channel and tactic has on achieving marketing goals. TV Attribution uses a multi-dimensional modeling approach to calculate the TrueMetrics produced by your TV advertising and each of its specific dimensions (network, program, DMA, daypart, spot length, pod position, etc.). TV advertisers can use these granular insights to analyze the true impact of TV on triggering a business outcome within weeks of a spot airing, to adjust creative rotations by network or program based on performance, and to inform their TV buy negotiations.
The new capabilities augment Visual IQ’s existing TV Attribution solution, which leverages advertisers’ granular TV impression data from Rentrak, a provider of worldwide consumer viewership information, to measure TV’s impact on digital responses. While data provided by Rentrak is perfect for advertisers who invest heavily in national TV buys and do not have access to their own TV impression data, the enhanced solution now extends to advertisers who invest more in local TV buys, as well as long-form TV advertising, such as infomercials.
“Advanced attribution has made it much easier for advertisers to understand TV performance – a historically difficult channel to measure against a business outcome. Prior to TV Attribution, TV buyers were limited to measuring the reach of their ads via Gross Rating Points (GRPs),” said Manu Mathew, co-founder and CEO of Visual IQ. “The ability to model their own data will arm all marketers, regardless of their television advertising strategy, with the insight they need to understand TV advertising’s impact on driving actual digital responses.”
The new TV Attribution features are available today. To learn more about TV Attribution or the IQ Intelligence Suite, please visit visualiq.com.
About Visual IQ
Visual IQ produces the world’s most powerful cross channel marketing attribution software products. As a pioneer in the space, the company has been offering products since 2006. Its SaaS-based IQ Intelligence Suite reveals cross channel performance insights hidden deep within companies’ marketing data, providing actionable recommendations and optimized media plans to improve marketing effectiveness. These recommendations enable marketers and agencies to adjust their advertising strategies and tactics to significantly increase marketing ROI across their entire marketing mix – both online and offline. The functionality behind these products combines a powerful, user-friendly interface with multi-dimensional fractional attribution science and predictive analytics that clearly and accurately show marketers where opportunities exist for improvement.
Visual IQ was named a leader in cross channel attribution in 2014 by a leading market research firm, won The Drum’s 2015 Digital Trading Award for Best Attribution Solution, won the 2014 ASPY Award for Best Data or Analytics Solution, and was a finalist in the Digital Analytics Association Excellence Awards in 2013, 2014 and 2015. The company is a member of the Advertising Technology, Data, Public Policy and CFO Councils of the IAB, as well as on the Standards Committee of the Digital Analytics Association.