Partners Combine Short- and Long-Term Ad Measures

Kantar has partnered with cross-screen TV attribution firm Data Plus Math to develop advanced analytics for ad measurement, aimed at optimizing both short-term sales and long-term brand building.

By combining their different measurement tools the partners hope to create a complete solution that unifies brand and conversion objectives for US TV networks, MVPDs, agencies and marketers. The tools in question nclude Kantar's Brand Lift Insights and CrossMedia solutions for 'upper funnel' brand metrics such as awareness, favorability and intent; and Data Plus Math's MediaFX platform - powered by cross-screen viewing data from millions of households - for short-term campaign impact web site visits, product sales and foot traffic.

John Hoctor, co-founder and CEO of Data Plus Math, says television 'has too often been thought of only as a top-of-funnel branding vehicle', and adds: 'The reality is that television drives both long-term brand lift as well as short-term product sales. Companies must utilize solutions to understand the relationship between Brand Marketing and Performance Marketing and find the magic equilibrium between them for sustainable financial success'.

Stephen DiMarco, Chief Digital Officer, Insights Division at Kantar comments: 'Marketers are increasingly governed by short-term metrics. But this short-term focus often comes at the expense of long-term viability. This is an existential challenge for incumbent brands because they are being disrupted by attacker brands who are evaluated in a different context. By bringing sales and brand analytics together, we can create a complete solution to plan, buy and optimize their media for both short and long-term success, benefitting not only marketers, but media companies as well'.

Data Plus Math is headquartered in Boston, Massachusetts and is online at www.dataplusmath.com . Kantar's home page is www.kantar.com .