Channel 4 Partners for Attribution Platform Launch

4Sales, the advertising arm of UK TV broadcaster Channel 4, has partnered with media consumer behaviour measurement firm ViewersLogic to develop a platform which measures an individual consumer's journey to purchase, rather than just the media they consume.

Through the new platform, data is collected using engaged TV viewers who are incentivised through a rewards programme to download ViewersLogic's panel-based app. By passively gathering data on their activities across linear TV, mobile and tablets, as well as geographical location and offline purchases, the app tracks the individual's entire journey - from viewing a TV ad to the actual purchase.

According to the firms, their platform goes beyond reach and frequency measurement to understand the effect of the campaign on relevant metrics - such as sales, app downloads and web site visits - enabling marketers to understand for the first time how each channel contributed to KPIs and delivered ROI. Unlike traditional five-minute TV attribution models, ViewersLogic's platform also allows brands to extend the attribution window to one week and beyond, revealing how TV advertising effects short-term sales as well as longer-term brand building.

Additionally, with the resulting data, advertisers can benchmark their current campaign performance against previous campaigns, as well as understand how it compares to that of their competitors. Ewan Douglas (pictured), Channel 4's Head of Sales (N&R) & Business Development, comments: 'While the platform is exclusively available to Channel 4 advertisers, we hope in time we will be the first in a long line of adaptors of this technology which helps prove the continued power of TV advertising.'

Web sites: www.channel4.com , www.4sales.com and www.viewerslogic.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.