Research Now SSI, a global leader in first-party data and data services, has partnered with iSpot.tv, the real-time TV ad measurement and attribution analytics company, to help brands better understand advertising efficacy with unparalleled scale and accuracy.
The combination of iSpot’s extensive experience and scale in TV ad analytics with Research Now SSI’s industry leading single-source dataset, results in the largest passively monitored and surveyable TV viewership panel in the United States.
Matching Research Now SSI’s millions of opted-in consumers with iSpot’s ad measurement (from Inscape’s panel of 9+ million opted-in TV households) links commercial exposure with customer survey data to give brands and agencies unparalleled insight into the effectiveness of their linear and OTT TV advertising.
Measurement is available both as a single-channel linear TV study, and as part of a holistic cross-media study and will be available in the ADimension Cross Media dashboard. This capability links exposure data across all screens and devices, including Over-The-Top (OTT) content consumed on connected TVs, at the individual user level.
“The industry deserves better television measurement, and this partnership will deliver the scale, accuracy and the insight brands are looking for,” said Bob Fawson, EVP Product Development at Research Now SSI. “This partnership sets the standard for linear television advertising effectiveness measurement as part of a unified single-source passive video measurement solution,” he added.
“Research Now SSI gives us the ability to connect our TV ad analytics with the strong voice of the consumer isolated by Research Now SSI surveys,” said Robert Bareuther, SVP Business Development at iSpot. “Together we can provide our clients the accurate insights and measurement they need given the continued importance of TV in the media mix.”