Paramount Taps Ispot technology to measure the consumer’s response to advertisements
When Paramount Global sells commercials in this year’s “pre -” advertising market, the media will not only guarantee the size of viewers for different shows. It may be able to close deals based on the tangible reaction of the public to certain commercials they have seen.
The owner of CBS and Comedy Central will use a new product from Media-Measurement Company ISpot that aims to provide information about so-called business results, or that consumers respond in specific ways to seeing commercials, such as ordering a product or buying a film ticket. The ISPOT offer, called “results on scale”, gives advertisers access to “conversion-rate tracking with which they can see which programs, day components and target group segments generate the best response to advertising campaigns.”
Investing the consumer’s response to commercials, also known as ‘attribution’, is considered critical. Since the Linear TV audience has spread over streaming video and many other consumption methods, the industry is struggling to count viewers in a way that advertisers will support. Despite the rise of mobile tablets and streaming video, most TV networks continue to distract a considerable number of advertising income based on the number of linear viewers who attract their TV programs. Linking advertisement to a purchase or response can give TV networks reason to seek premiums from sponsors.
“The possibility to deliver automated results seamlessly on platforms is incredibly transforming,” says Travis Scoles, Executive Vice President of advanced advertisements at Paramount, in a statement. “Although traditional statistics such as GRPs remain important, they often serve as proxies for impact. Providing proof of performance on a scale is the route map for the future of industry.”
Advertisers can use the ISPOT product to investigate how the impressions of the target group are in line with important sales performance tricks, such as visits to stores or websites and more
“Offering attributing to scale not only speeds up the time to critical insight for brands and ensures better optimisations during the flight, it can change the buying process of a conversation about Reach to One about impact,” says Stu Schwartzapfel, Executive Vice President of Media at ISPOT, in a statement. “Now, instead of waking up and checking how campaigns are stimulated for reach on the goal, buyers can see how investments perform as campaigns progress and assign dollars about what works.”
Paramount has experience working with new measuring suppliers. The company tapped on another UpStart, VideoMPT, to offer public measurement during a contract dispute of a months with Nielsen, the dominant player in space. The two companies have resolved their differences in February, which means that Paramount Nielsen measures will use a solid expansion during the coming market, when American TV networks try to sell most of their commercial inventory.
