Channel 4 is launching a new service for advertisers that will measure the effectiveness of TV campaigns and understand how their TV spend leads to sales, footfall, app downloads and account openings.
4Sales and ViewersLogic have worked together on a new industry standard platform that collects data from a representative platform that measures an individual consumer’s journey to purchase, rather than just the media they consume. Viewers on the panel are incentivised through a rewards programme to download ViewersLogic’s panel-based app. By passively gathering relevant data on their activities across linear TV, mobile and tablets, as well as geographical location and offline purchases, the app tracks the individual’s entire journey from viewing a TV ad to the actual purchase.
“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,” said Ewan Douglas, Head of Sales (N&R) & Business Development, Channel 4. “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.”
The platform goes beyond reach and frequency measurement to understand the effect of the campaign on the metrics that the brand cares about, such as sales, app downloads and website visits. This disrupts the traditional attribution model that fuses data from different silos to find weak correlations between ad viewing and sales.
“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,” said Hassan Khan, VP Sales, ViewersLogic.
The platform protects audience data as the information is gathered through an opt-in panel, so no information is used without consent. The partnership with ViewersLogic covers Channel 4’s full linear channel portfolio as well as select UKTV and Discovery channels, where 4Sales is the UK sales house.
