Comcast’s AudienceXpress and iSpot Announce New Data Collaborations Aimed at Enhancing Performance TV Marketing Solutions, Bringing New Data Sets to TV Measurement and Providing Attribution Reporting
AudienceXpress, a Comcast Advertising company, partners with iSpot to enhance TV ad measurement and attribution reporting capabilities. The collaboration aims to bring new data sets to TV marketing solutions in a fragmented media landscape.
The collaboration between AudienceXpress and iSpot heralds a notable shift in the TV advertising sector, which is undergoing a transformation due to changing viewer habits. The integration of iSpot's national TV ratings into the AudienceXpress platform could potentially refine the precision of TV ad transactions. This is significant because accurate measurements can lead to more effective ad placements, directly impacting the return on investment for advertisers.
From a market research perspective, this partnership could set a precedent in the industry, potentially leading to a new standard in TV ad measurement. The ability to measure mid- and lower-funnel effectiveness offers advertisers a more granular understanding of consumer behavior, which can inform future marketing strategies and budget allocations.
For investors and businesses alike, the implications are two-fold: there is the prospect of improved ad spend efficiency, and, for companies like Comcast and its subsidiaries, the potential for increased market share in the advertising technology space.
As the TV ad landscape becomes more fragmented with the rise of streaming and on-demand content, the need for advanced measurement tools has become imperative. The partnership's focus on performance TV marketing solutions and attribution reporting addresses a critical gap in the market. By leveraging iSpot's recent acquisitions, DRMetrix and 605, AudienceXpress is poised to offer enhanced industry reporting and more cost-effective attribution studies.
The strategic move by AudienceXpress to access direct response marketplace tools aligns with the industry's shift towards data-driven advertising. This could lead to improved targeting and personalization of TV ads, which historically lagged behind digital advertising in these aspects. The potential to revolutionize TV ad measurement and currency may attract new advertisers to the platform, potentially increasing revenue streams for AudienceXpress and iSpot.
The announcement of this partnership is likely to be viewed favorably by investors, as it signals a proactive approach by Comcast to adapt to the evolving media landscape. The focus on accountability and reliability in ad measurement could enhance the perceived value of AudienceXpress's offerings, potentially leading to a stronger competitive position in the market.
However, it is important to monitor the execution of this strategy and the market's reception to these new tools. The success of the partnership will hinge on the ability to deliver on the promised innovations and to effectively monetize the enhanced capabilities. Investors should look for indicators of market adoption and any subsequent financial performance metrics as a gauge of the partnership's impact on Comcast's bottom line.
03/25/2024 - 12:12 PM
The partnership is aimed at delivering much needed industry benefits, including innovative ways to precisely transact on TV and enhanced performance TV and attribution reporting capabilities.
NEW YORK --(BUSINESS WIRE)--
AudienceXpress , a Comcast Advertising company, today announced a series of new data collaborations with iSpot , the TV measurement company used by top advertisers and agencies.
At its core, the two companies are teaming up to evaluate how iSpot’s syndicated national TV ratings can best be incorporated into the AudienceXpress platform.
The goal is to come up with new ways to bring new data sets to TV ad measurement, as well as to drive and enhance performance TV marketing solutions and provide attribution reporting in today’s fragmented, evolving and complex media landscape.
The effort is timely and significant as it comes during a pivotal point in TV advertising’s future: Across the ecosystem, new and established measurement and currency providers are introducing innovative technologies and solutions aimed at delivering more reliable and accurate means of TV ad measurement as viewing habits continue to shift.
“We are excited to be teaming up with iSpot,” said Katy Loria, Chief Revenue Officer of AudienceXpress and FreeWheel , a global technology platform for the television advertising industry that is also part of Comcast Advertising. “Today’s TV ad landscape is incredibly fragmented, putting consumers in control. So much so that they watch content when, where and how they want it. As a trusted business partner to our clients, it’s our responsibility to make sure their ad dollars work smarter and that the ads they create reach their target audiences. As such, we’ve partnered with iSpot to help further drive accountability and reliability in this space.”
In addition to the agreement to evaluate iSpot’s national TV ratings, AudienceXpress will continue to work with DRMetrix and 605 , both recent iSpot acquisitions, to pioneer enhanced industry reporting and attribution solutions.
Specifically, as part of its agreement with DRMetrix, AudienceXpress has access to direct response marketplace tools, insights and resources to help better understand today’s media and marketing landscape as well as to aid in prospecting new advertiser and agency clients.
AudienceXpress will also closely collaborate with iSpot’s 605 in order to find ways to deliver attribution studies in a more cost-effective and streamlined way. This agreement allows AudienceXpress to show marketers across various verticals the mid- and lower-funnel effectiveness of its portfolio of cross-screen media solutions.
“We’re proud to be working with AudienceXpress,” said Stuart Schwartzapfel, EVP, Media Partnerships, iSpot. “AudienceXpress is known for delivering market-leading, cross-screen media solutions globally, and we hope that by working with them, we can help further push the boundaries on new innovations and possibilities in the measurement and currency space.”
About AudienceXpress
AudienceXpress is a Comcast company that provides market-leading media solutions that allow advertisers to buy premium TV advertising – across all screens – on an audience basis. In today’s dynamic and evolving media marketplace, AudienceXpress provides direct, easy and scaled access to the premium TV audiences that matter, including across broadcast, cable, digital and connected TV. For more information, visit https://audiencexpress.com/ .
About iSpot
iSpot.tv is a cross-platform TV measurement company trusted by brands, networks and agencies to deliver fast, accurate and actionable information the marketplace can use to transact. Its real-time, always-on platform measures all phases of the TV advertising lifecycle from creative testing to audience verification, to business outcomes and brand impact, empowering brands to justify, optimize and invest with confidence. iSpot persistently measures TV-device impressions and second-by-second attention for all TV ads in a unified manner across linear, time-shifted, VOD, streaming environments and out-of-home (OOH) environments. A trusted currency provider for networks, ad-delivery platforms and agencies, iSpot uses its proprietary systems for bringing transparency into TV advertising at unparalleled scale. The company delivers its solution in real time via intuitive and modern dashboards as well as APIs and customized analytics. iSpot.tv has hundreds of brands and all major TV networks licensing its enterprise solution and has become a trusted currency for networks, brands and agencies. Founded in Bellevue, Washington in 2012, iSpot has offices in major cities across America.
View source version on businesswire.com: https://www.businesswire.com/news/home/20240325138176/en/
Media Contacts:
elaine_wong@comcast.com
iSpot
pr@ispot.tv
Source: AudienceXpress
The partnership between AudienceXpress and iSpot aims to enhance TV ad measurement and attribution reporting capabilities.
AudienceXpress, a Comcast Advertising company, and iSpot, the TV measurement company, are involved in the partnership.
The goal is to evaluate how iSpot’s syndicated national TV ratings can be incorporated into the AudienceXpress platform to bring new data sets to TV ad measurement.
The partnership is significant as it aims to drive and enhance performance TV marketing solutions and provide attribution reporting in a fragmented media landscape.
Katy Loria is the Chief Revenue Officer of AudienceXpress and FreeWheel, a global technology platform for the television advertising industry.
