Truly understanding who you’re reaching and how often across multiple platforms can seem like an impossible task. Previously, marketers would need to cobble together data points from fragmented systems with differing measurement standards.
Now, that once-manual process is streamlined with Moat Reach—a new offering from Moat by Oracle Data Cloud that provides consistent cross-platform audience measurement from TV to digital.
The solution uses iSpot’s real-time impression verification to power the TV ad viewership portion of the tool. To dive deeper into this collaboration, we sat down with Robert Bareuther, SVP of Business Development, iSpot.tv, to learn more about what makes iSpot and Moat Reach the perfect match to address the market’s needs at this critical point in the industry.
Robert: When I started at iSpot 7 years ago, brands and networks were using TV-show ratings to gauge TV ad exposures, and actual ad logs wouldn’t come until weeks after ads were placed. It was guesswork. So, when iSpot came to market with real-time ad measurement for every ad on TV, and then later when we started to verify where and how often those ads went to a screen, that information caused a huge shift in the way brands approached TV buying.
Now, we can measure what the viewers do after they see an ad. Do they go to a restaurant? Do some shows drive viewers to a brand’s website and purchase some products more than others? It’s all about optimizing your TV plan for better business outcomes.The notion of disruptive brands speaks more to marketers that are jumping forward and embracing innovation, deploying TV with the speed of digital and using deterministic and audience-based approaches to TV buying. We work with some of the biggest, oldest brands on TV, but they too are being disruptive because they’re embracing the future and, in all cases, showing great results for making the shift.
Robert: The longer advertisers wait to connect marketing channels, the more likely they are to make mistakes that cost money and time, and risk jeopardizing a relationship with consumers. When it comes to cross-channel TV and digital, a unified view is critical for delivering the right message at the right time to the right audience.
Robert: The disappearance of live sports and a lot of appointment TV combined with a surge in viewership from all the people who are spending more time at home created a very interesting dynamic. For one, more viewership is now spread across different dayparts, and some genres, such as news and reality programming, are picking up bigger, more diverse audiences. For brands that stayed on TV, this created an opportunity to cut budgets by 40 to 50 percent and still obtain close to the same amount of reach.
We’ve done a lot of work for brands that want to know where, for instance, the NBA audiences are now that there are no playoffs, or that want to predict where audience segments are most likely to be without sports in general. We’re also finding that audience segments that were hard to reach before COVID-19 are now turning to linear—and some interesting trends have emerged, such as the TVs once dominated by sports now are spending time tuned in to family programming.
Robert: Advertisers and networks are showing a willingness to be more flexible in how audiences are bought and sold. We’ll see more deals based on better measures like audience segments, actual verified impression deliveries, and business outcomes. We’ll also continue to see brands and networks operating at faster iteration cycles because COVID-19 has forced a new cadence that, once adopted, is actually better at optimizing performance.
Robert: iSpot’s strength is built on the real-time measurement of occurrences and impressions of all brand ads on linear television, OTT, and CTV. It’s an always-on, syndicated approach with accuracy and granularity. We track the complete universe of brands’ advertising on television. Similarly, Moat tracks every brand’s digital activity, so it’s a pretty seamless integration.
Robert: iSpot is making great strides toward becoming a new currency for TV buying and selling. Because iSpot verifies literally trillions of ad impressions per month and connects those to millions of business outcomes that occur as a result, our benchmarking is getting adopted as a trusted standard that enables both the buy- and sell-side to transact with confidence.