605 Launches 'Full Funnel' TV Ad Impact Measure

Advertising analytics company 605 has launched an index to measure the impact of TV campaigns, combining its large matchable TV data sets with custom, first-party research.

The company was formed in late 2016 by Cablevision's former COO Kristin Dolan (pictured) and its former President of Media Sales Ben Tatta, who acquired data firm Analytics Media Group (AMG) with finance from Dolan Family Ventures. AMG co-founder Chauncey McLean joined the new company as EVP of Client Solutions.

The new 605 Impact Index will take a broad view of how ads impact both branding and sales, at either end of the marketing funnel, and will aim to deliver actionable insights on how to optimise ad spend. The first report studies brand favorability for TV advertisers including Nissan, AT&T and Samsung.

Cofounder and President Tatta comments: 'It's no secret that the legacy TV measurement system has not kept pace with modern day marketing demand. Although recent developments in the field of TV attribution are a move in the right direction, most of these solutions focus on sales attribution only. These 'bottom-funnel' methods fail to capture the enormous impact TV delivers in terms of brand awareness, perception and favorability. After years of conducting full-funnel attribution, 605 developed the Impact Index as a turn-key solution for measuring the total impact of TV advertising in a scientific, yet easy-to-implement way'.

Aaron Bernstein, Senior Director of Insights and Advocacy at Walmart, commented: 'Over the past few years, 605 and Walmart Corporate Affairs have worked together to identify the relationship between television, brand reputation and consumer purchasing behaviour, which has yielded tremendous results'.

605, which in January partnered with advanced TV solutions firm Cross MediaWorks to develop a measurement standard and third-party verification offer for the addressable television marketplace, can be found online at www.605.tv .