Channel 4 has announced it is launching a new service which will measure the effectiveness of TV campaigns and allow advertisers to understand how their TV spend is affecting outcomes such as sales, footfall, app downloads and account openings. 4Sales – the British broadcaster’s advertising arm – collaborated with ViewersLogic on a “new industry standard” platform which tracks individual consumers’ journeys to purchase, rather than just the media they consume.
The platform leverages data from a representative panel of the UK population. Viewers are incentivised to download ViewerLogic’s panel-based app through a reward scheme and, once downloaded, the app passively gathers data on users’ activities across TV, mobile and tablets. The app also tracks geographical location and offline purchases. According to the company, this data enables brands to determine the uplift in their KPIs that can be attributed to their TV campaign.
The companies say their solution overcomes the weaknesses associated with the traditional attribution model which “fuses data from different silos to find weak correlations between ad viewing and sales.” ViewersLogic’s platform also allows brands to extend the attribution window to one week and beyond, revealing to brands how their advertising affects short-term sales as well as longer-term brand building.
The ViewersLogic platform will be offered to selected clients initially as part of 4Sales’ suite of advertising solutions. The partnership covers Channel 4’s full linear channel portfolio, as well as select UKTV and Discovery channels (of which 4Sales is the UK sales house.)
Ewan Douglas, Head of Sales (N&R) & Business Development, Channel 4, said: “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.
“While the platform is exclusively available to Channel 4 advertisers, we hope in time we will be the first in a long line of adaptors of this technology which helps prove the continued power of TV advertising.”
Hassan Khan, VP Sales, ViewersLogic, commented: “Existing cross-media measurement approaches using dubious maths and probability are woefully inaccurate and waste significant portions of invested advertising budgets. While they used to be state of the art, today, they are unfit for purpose and in any other industry this situation would not be tolerated.”
