iQ Media, the pioneer of real-time TV intelligence for brands, today announced a new partnership with Lotame, the leading independent data management platform and most trusted data exchange. This new partnership delivers the industry’s first real-time TV attribution solution, giving brands an unprecedented understanding of their paid and earned TV exposure, how that exposure influenced audience behaviors, and which segments and demographics they’re reaching and resonating with most.
Brands have lacked the ability to track both paid and earned TV exposure against specific marketing KPIs, such as TV’s influence on product sales, website visits, app downloads, and other audience behaviors. iQ Media and Lotame’s partnership brings a new layer of data to TV measurement, allowing for data-driven pre-planning, mid-flight optimization, competitor conquer strategies, and acute post-campaign analysis, across local, national and global markets.
“Brands spend over $70 billion a year on TV advertising, but until now, haven’t been able to accurately attribute these investments to business outcomes,” said Kevin Kohn, CEO of iQ Media. “Our partnership with Lotame finally puts TV on the same plane as digital, giving advertisers a much deeper and broader set of data to measure TV and sponsorship ROI, across local and national markets.”
iQ Media’s platform is able to instantly reveal the level of TV exposure a brand is receiving. It distinguishes whether an exposure was a paid spot or an earned mention, in which market it appeared (local, national or global), and if it was a seen or heard brand instance. Lotame then maps iQ Media’s data to viewership information—accessed from a network of 10 million SmartTVs, representing 100 million digital signals—and brands’ audience segments, including demographics, lifestyle and purchase type(s). This three-tier audience modeling system creates the industry’s most advanced view of consumers’ exposure to brands on TV: who they are, where they are, what they watched, and the resulting action(s) they took.
“As advertisers scale their exposure across digital and linear TV, it’s imperative they understand who their audiences are, exactly what they’re being exposed to, and what truly results from their investments,” added Doug Pollack, GM of TV Products & Innovation at Lotame. “While all of this is obvious to digital-first advertisers, TV has been slower to achieve true attribution. This partnership combines data at scale, speed and strength to get brands a step closer to true TV attribution.”
iQ Media and Lotame’s partnership key features and benefits include: