TVSquared has been selected by Eicoff to provide addressable, OTT, and linear TV attribution for its clients. The full-service agency has incorporated TVSquared’s always-on attribution technology into its EiQ analytics platform to generate transparent performance, reach, frequency, and reach extension analytics for its clients’ cross-screen video campaigns.

From its start more than 60 years ago, Eicoff has leveraged media for performance and is credited with pioneering the use of direct response TV (DRTV) for advertisers. In the decades since, the agency has been at the forefront of using data and analytics to create transparent partnerships with clients and to inform every aspect of their campaigns. With TVSquared, Eicoff is adding omnichannel measurement and attribution – including granular performance insights and deep audience analytics – to its arsenal of data-backed tools.

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“Everything we do is driven by data; it’s the cornerstone of how we create campaigns that make consumers react, respond and convert to sale,” said Bill McCabe, President, and CEO, Eicoff. “TVSquared’s world-class attribution platform allows us to onboard clients at scale, providing them with the most robust insights on addressable, OTT, and linear TV campaigns. It not only proves how TV is impacting the bottom line, but it also informs optimizations and media plans for performance.”

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Access to digital-like measurement and always-on performance, reach, frequency, and reach extension analytics, empower advertisers to:

• Quantify TV’s impact on sales, website traffic, app activity, or any other KPI that matters the most.
• Identify high- and low-performing media dimensions, including days, dayparts, networks, programs, genres, spot lengths, and creatives.
• Make those insights actionable, informing audience-driven marketing efforts and optimization, mix and spend decisions.

“For advertisers today, it’s all about finding the right mix of platforms to reach the right audiences and achieve performance goals,” said Jo Kinsella, President, TVSquared. “Eicoff is at the forefront of agencies marrying creativity with data – offering clients an unprecedented level of transparency around campaign performance and driving media strategies based on the most accurate and sophisticated analytics available.”

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