Combination of Smart TV Data and Transparent Location Insights Allows Targeted, Attributable Cross-Screen Media
TVadSync, the leader in TV-to-Digital cross-platform marketing, has partnered with Unacast. Unacast is the leading transparent location data platform, to finally give brands a clear picture of how combined TV and digital media campaigns influence their customers’ real-world actions. Unacast is the leading transparent, contextualized location data platform. Unacast empowers the next generation of data-driven industries with unique and highly accurate data sets and insights, built on a foundation of location data from our proprietary Real World Graph®.
TVadSync will now use Unacast’s transparent location data to measure foot traffic to store locations, providing marketers using TVadSync’s cross-screen targeting platform with valuable attribution measurement.
Ability to Measure Real-World Actions Triggered by Exposure to Cross-Channel Campaigns Has the Power to Make TV an Attractive Proposition
TV ad spend is forecast to decline this year, falling to less than one-third of total US ad spend. One key reason marketers are shifting their budgets into other channels is that TV is not as measurable as digital media. The partnership between TVadSync and Unacast changes this dynamic, combining cutting-edge cross-screen media and transparent location data to measure footfall traffic and help advertisers fully quantify the impact of their combined TV and digital advertising. This ability to finally measure real-world actions triggered by exposure to cross-channel campaigns has the power to make TV an attractive proposition once again.
TV Advertising: The Go-To-Market Platform for Brand-Building
At the time of this announcement, Ronan Higgins, CEO of TVadSync, said, “TV has always been the platform to build brands. No other medium can challenge its ability to elicit emotion at (a) huge scale, and that’s something brands can still very much capitalize on.”
Ronan added, “With TV and digital cross-platform campaigns, advertisers, for whom foot-fall is an important KPI, no longer have to be worried they won’t be able to adequately gauge campaign efficacy with transparency – while at the same time they can look forward to driving huge lifts in location visits.”
Unacast’s unique data assets include IP address information. When combined with smart TV data, sourced by TVadSync from Inscape, this allows brands to understand which consumers saw ads on both their TV and a mobile device, and which of those later visited a store or point of interest.
Brands Now Gain Valuable Insights into Precisely How Their TV and Digital Spend Inﬂuences Engagement
Thomas Walle, CEO of Unacast, said, “Our goal is to understand how people move about the real world, and present those insights in a clear, transparent fashion.”
Thomas added, “The only way that advertisers and businesses can make informed decisions is if they have clarity into the location data and what it tells them. We feel that the TVadSync product is powerful, and Unacast’s transparent data finally gives brand marketers the proof that their campaigns are driving store visits.”
Currently, TVadSync represents the ultimate in cross-screen marketing, helping advertisers leverage the combined emotive power of TV and conversion opportunity of digital to drive maximum ROI and understand the impact of both. With TVadSync’s retargeting offering, brands can retarget the mobile devices of consumers who have viewed speciﬁc TV content at exactly the right time, helping to push higher show tune-ins, site visits, and conversions. Through cutting-edge attribution modeling, TVadSync also gives brands valuable insights into precisely how their TV and digital spend inﬂuences engagement, and how to optimize their marketing.