Business Of Data With Jon Lafayette-iSpot Gets Results From Search
Measurement isn't easy. Sometimes it's a team sport. And getting the right data in the right place can be a challenge. In this week's newsletter we see iSpot and Captify teaming up, and studies from Truthset and Gracenote showing how tough it can be for publishers to identify viewers and viewers to find programming. Maybe it gets easier...
iSpot Adds Captify Search Data to Outcomes Arsenal
‘Captify provides a great option for brands or publishers that want to use search as a response to advertising,’ said iSpot’s Emily Wood
Cross-platform video measurement company iSpot is expanding its ad outcome attribution capabilities with a deal that gives it access to search intelligence from Captify.
The combination of iSpot’s always-on audience measurement and Captify’s proprietary search signals gives brands and networks the ability to connect ad exposure to web activity, foot traffic and sales, the companies said.
iSpot earlier this year launched its Outcomes at Scale product, which provides users with metrics on how ad impressions deliver business results in terms of store visits, online activity and ticket purchases. Paramount Global was the first customer for iSpot’s Outcomes at Scale. [READ MORE]
Study Calls IP Address-Based Targeting Unreliable for CTV Ad Campaigns
A new study found that using Internet protocol (IP) addresses as the basis for targeting and measuring connected TV advertising campaigns isn’t very reliable.
The study, conducted by Truthset for the Coalition for Innovative Media Measurement (CIMM) and the TV industry’s Go Addressable coalition, found that IP addresses line up accurately with consumers’ postal addresses just 13% of the time and they line up with email addresses only 16% of the time.
As a result, for every dollar spent on campaigns using IP-based targeting, just three cents worth reaches the intended audience. [READ MORE]
Price Increases Aren’t the Only Reason Consumers Cancel Streaming Services
As streaming services attract more viewers, they risk losing subscribers if the experience they provide doesn’t make them happy.
While steep increases in prices by services including Netflix, Disney+, Peacock and Apple TV have consumers looking to cut back, a new report from Gracenote, Nielsen’s content data business, finds that streamers are bothered by the number of services available and the difficulty in choosing what to watch from the volume of programming available.
Gracenote’s 20025 State of Play Report includes a new survey of consumers in the U.S., U.K., Germany, France, Brazil and Mexico.
While viewers mostly love streaming, 45% said the streaming experience is overwhelming and 49% said they were willing to cancel a service based on the difficulty in finding something to watch. [READ MORE]
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