605 Launches 'IMP4CT' TV Ad Campaign Measure

US television measurement and analytics company 605 has launched a self-service, web-based application called 605 IMP4CT, using audience attribution to quantify the impact of TV advertising on consumer behavior.

New York-based 605 offers advertising and content measurement, full-funnel attribution, media planning, optimization and analytical solutions on top of its TV viewing dataset, which covers more than 21 million US households across all 210 designated market areas (DMAs). This multi-source dataset provides whole-home TV viewing insights, by combining set-top box and ACR data. Earlier this year, the firm launched a new platform allowing TV networks, advertisers and agencies to combine its TV viewing data with their own.

The new tool, 605 IMP4CT, taps into the company's viewing dataset to enable clients to expand aggregated and anonymized household viewing data with first and third party attributes and KPIs, allowing them to study consumer behavior across all stages of the marketing funnel regardless of the audience they target. This helps assess the impact of TV campaigns in both live and time-shifted environments, while helping programmers, advertisers and agencies gain a data-driven understanding of which networks, audiences and creative drive the best results.

Uses include identifying which audiences respond most favourably to TV ads across linear, VOD and DVR; and which networks, genres or dayparts deliver optimal results. The tool can also uncover which other variables - such as geography or creative - drive desired outcomes. Chief Revenue Officer Noah Levine (pictured) comments: '605 IMP4CT empowers users with timely audience attribution information, allowing programmers, advertisers and agencies to determine how and where to spend their next television dollar in a way that optimizes their return on investment'.

Web site: www.605.tv .