MediaCom, a division of WPP-Scangroup, has introduced SpotLift, a tool that assesses the impact of television advertising.
According to the company, the launch of the new offering is in response to growing demand from clients for higher-quality data and insights on TV media buying.
SpotLift, according to Peter Maina, a Strategic Account Lead at MediaCom, will ease the media buying process for advertisers.
“Spot-level attribution allows us to demonstrate TV efficacy and analyse campaign success while looking at relative efficiency to find optimisation opportunities. Actionable insights will be derived as a result, which will help inform planning decisions,” he said.
A platform for online sales, Sky.Garden was one of the first clients to try out the new tool.
The results impressed Martin Majlund, CEO and founder of Sky.Garden who stated he looks forward to working with MediaCom to improve their TV planning.
“SpotLift increases the standard,” he said, “especially in terms of how TV advertising produces outcomes.”
The technology works by isolating the usual website traffic to determine the response to each TV spot and optimising it. It is relevant to campaigns that include online components such as visiting websites, downloading mobile applications, or making online purchases. It can also track unique identifiers within URLs and access website analytics.
“The tool aims to focus on attribution of linear TV responses, campaign performance analysis, and optimisation.” “We anticipate media to drive sales,” argues Maina, “but perhaps what stuck out for us from the testing we ran is that we expected a 30 per cent increase in website visits, but our TV plan drove 60 per cent.”
Marion Wanyoike, the Managing Partner at MediaCom, said the new tool would allow advertisers to quantify the value of advertising spots by continuously optimising advertising to achieve the best results at relatively lower costs.
Television remains an essential source of information, despite the rise of social media in recent years.