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ViewersLogic, the consumer data platform, has inked a deal to integrate its single-source data panel with Ebiquity’s media investment analysis platform.
The partnership will give Ebiquity’s clients access to ViewersLogic’s consumer behaviour data, which measures media consumption, online and offline purchases, and location data, enabling marketers to evaluate the effectiveness of their campaigns based on hard business metrics such as sales, footfall, app downloads, and website visits.
The integration of ViewersLogic’s data with Ebiquity’s analysis platform aims to provide deeper insights and improve the effectiveness of media campaigns.
Analysis: a bid to improve media effectiveness
In recent years, big-brand marketers have increasingly demanded more from media agencies and media owners to justify the amount of money that is spent on advertising. The rise of digital media has created an expectation that ad campaigns should provide near-instant feedback, especially if brands want to respond quickly to market conditions or big news stories.
The integration of ViewersLogic’s data with Ebiquity’s analysis platform provides an opportunity for brands to connect advertising exposure to consumer response, be it store visit, web visit, or transaction. That should, in theory, provide a more accurate gauge of the link between media spend, consumer behaviour, and return on investment.
The partnership highlights the increasing importance of linking media spend to consumer behaviour and ROI. Through the use of single-source data, marketers can measure the impact of their TV campaigns on the metrics that matter most to them, including sales, footfall, website visits, app installs, and account openings.
It also allows marketers to evaluate the effectiveness of their campaigns based on hard business metrics, providing deeper insights and improving the effectiveness of media campaigns. Brands can, it appears, follow Ebiquity’s guidance on optimised marketing investment, and then track the efficacy of these optimisations throughout the campaign against a range of KPIs outside the scope of standard media metrics.
However, this is just one platform connecting with one consultancy. The holy grail is still being sought, most famously in the UK by the trade-body Isba, to create a cross-media measurement system in which advertisers can fairly compare performance across digital and offline channels. That, as has been well documented for years now, is highly ambitious.
Perhaps, if there are more of these types of deals yet to come in response to marketers’ demand, it is a signal that there is much more that individual companies can do themselves on providing faster and more granular media measurement.
