Channel 4 has announced a revolutionary partnership with 4Sales and ViewersLogic to provide advertisers with a new and highly accurate way to measure TV effectiveness and understand how their TV spend impacts hard business metrics like sales, footfall, app downloads, account openings and more.
4Sales and ViewersLogic have worked together closely to develop a new industry standard platform which, for the first time, unlocks incredibly accurate results by measuring an individual consumer’s journey to purchase, rather than just the media they consume.
Data is collected using engaged TV viewers that are representative of the UK population, who are incentivised through a rewards programme to download ViewersLogic’s first-of-its-kind 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. This enables brands to determine the uplift* in their KPIs that can be attributed to the TV campaign.
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. Through opt-in single-source data** gathered from individuals, it offers a fresh take on viewer attribution for cross-media campaign optimisation that enables marketers to understand for the first time how each channel contributed to KPIs and delivered ROI. Unlike traditional five-minute TV attribution models, ViewersLogic’s platform also allows brands to extend the attribution window to 1 week and beyond, revealing the true value of TV advertising and how it effects short-term sales as well as longer-term brand building.
With this data, advertisers can finally benchmark their current campaign performance against previous campaigns, as well as understand how it compares to those of their competitors. While established TV brands can gain an unparalleled view of the delivery and performance of their campaigns across TV, the platform also enables 'new to TV' brands to learn from the performance of competitor brands supplying them with the right data to make their first investment with confidence.
Ewan Douglas, Head of Sales (N&R) & Business Development, Channel 4 said: “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. 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.”
Hassan Khan, VP Sales, ViewersLogic said: “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.
“The ViewersLogic platform is disrupting the status quo with its next generation capabilities. Now, finally, marketers can close the loop on their cross-media measurement, planning and optimisation process to get an accurate understanding of the actual effectiveness of their TV campaigns and control ROI. Channel 4 understands the power of our platform in driving the future of linear TV advertising. We’re delighted to bring our insights to their advertisers.
The platform protects audience data as the information is gathered through an opt-in panel, so no information is used without consent. This means it is privacy compliant and meets stringent GDPR requirements, with those using the app staying anonymous and their personal data remaining within the platform only.
The ViewersLogic platform will initially be offered to selected clients and will be a key tool in 4Sales suite of solutions to enable advertisers to track the effectiveness of their TV campaigns. Other advertising solutions include the 4Sales’ Greenhouse Fund and PL4YBACK, a creative research tool. For those new to advertising with Channel 4, it provides invaluable insight and guidance into the effectiveness of the money they are spending.
The partnership with ViewersLogic covers Channel 4’s full linear channel portfolio as well as select UKTV and Discovery channels, of which 4Sales is the UK sales house.
Notes to editor
*To calculate uplift, ViewersLogic uses a test and control methodology. For the control group, individuals who were not exposed to TV activity from the brand in question are monitored during the campaign period or in the two months prior. While the test group contains individuals who were exposed to TV activity from the brand in question during the campaign period but not in the two months prior.
**ViewersLogic’s single-source data measures the media consumption, online and offline purchases and location data over time for the same individual.