iSpot.tv Links TV Ads to Social Media Activity

Real-time TV ad metrics firm iSpot.tv has rolled out new measurement capabilities which it claims enable brands, agencies and TV networks to link viewers' social media activity to the airing of national TV commercials.

Launched last year with $5m of venture capital funding, iSpot.tv uses proprietary fingerprinting and tagging technologies to track TV commercials. Clients can access a dashboard that provides insights into which ads are running on which networks and shows, when the spot runs, and how much is being spent; and can also use the platform to track placement patterns, creative choices and spending levels, or drill down into specific data for a single brand or campaign.

The new solution offers insights into how consumers are interacting with TV commercials across a variety of digital platforms, largely driven by mobile devices. By monitoring digital reactions to TV ads across social media, search activity and online video views, and combining resulting data with spending, placement and ad selection patterns, the company says clients can now identify which networks and shows are most likely to generate a digital response.

Founder Sean Muller (pictured) comments: 'The $70 billion TV ad industry finally has real-time insights for seeing and understanding the signals that are coming from digital devices. Having solid, scalable, real-time metrics cracks open the black box to reveal not just how each creative is performing across an industry vertical or brand, but the types of programming and networks that are going to yield the most bang for the buck.'

Web site: www.ispot.tv .