It’s about time for

Real-Time TV Measurement

We need to talk.

About the single most important determinant of your success over the

next 12 to 24 months.

How do we know it’s so important?

Here’s a little story...

There’s a pretty remarkable (global) company that’s been around for 70 years,and continues to thrive in today’s digital world.

Hint: you’ve definitely heard of it.

In fact, their competitive landscape is pretty deep.

It’s consumer products are not unique.

What’s more: most of their products are sold through other parties.

And they only have 2 retail locations open in the U.S.

But they still manage to maintain high global market share in multiple categories.

All while undergoing strategic shifts in products and marketing philosophy.

This company is

The diverse conglomerate best known for its consumer electronics and record label.

But one thing sets them apart.

It’s their commitment to using data to better understand their audience, and intended results.

Think about it.A company with basically no U.S. stores has quite

a large slice of market share for their products.

You see, Sony decided to do something bold.

that in retrospect it seems so simple.

You see, Sony decided to do something bold.

but in retrospect it seems so simple.

They realized their customers are truly multi-channel – both traditional and digital.

So, in the last few years, they have made huge investments in their audience data.And they married traditional (TV) and digital channels together to better understand–and engage–their customers.

But why?

The goal is to drive sales. The key challenge is: What’s the best way to connect with the best advocates of your bands?– Jeremy Lyons, Head of Direct Marketing, Sony

So, how does this apply

to you?

Directly and indisputably.For three reasons

1. Your audience now completely controls their brand experiences.

Where they view content, how they view, if they view it.

Which means you have to work a lot harder–and smarter–to get their attention.

2. Their brand experiences completely determine what and how much they will buy.(Not to mention how loyal they become.)

So it’s time to starting thinking about how you’re going to take steps to understand their behaviors–in real-time.

3. They are engaging with your brand on multiple channels.

Like television.(So if you think TV is “dead”, think again.)

In fact, 31% of TV viewers browse the internet for content related to what they are watching, while they are watching. -Ericsson, 2016

You have products to sell to a distracted, demading audience, all while keeping your budget in check and gaining ROI.

And you’re reaching consumers on more and more channels and devices than ever before while ensuring the tried and true channels, like TV, are honest with their data.

(There is a mountain of data supporting this idea, but do you really need the numbers to know in your bones that it’s true? If so, get in touch – we’ve got all the proof points.)

See why we said this is important?

With that in mind, you’d think that every marketer in the world would spend 90 to 98% of his or her time on leveraging data that drives results.

And that 89 to 94% of budgets would be spent on the channels that actually drive (desired) audience behaviors.(But if that were true, we wouldn’t need rants like this one, would we?)

In reality, there’s a huge gap between what ought to be true and what is true.

Some marketers are shifting TV spend to other channels,even though TV’s reach is still undisputed.

TV ads reach 87% of people over 18. –The New York Times

OK, pause for breath.

While you’re reflecting on all those insights, we’ll hypothesize why we think this is

happening.

See, traditional channels like TV have typically suffered from one thing that digital never did.

Yeah, sure, it’s got the reach and the power to showcase content to multiple audiences.

But it’s not always easy to fully understand its impact.

In fact, TV measurement typically falls short in two areas:

An inability to give marketers valuable insights in any sort of timely manner.1

In fact, TV measurement typically falls short in two areas:

An inability to give marketers valuable insights in any sort of timely manner.

A lack of access to historical data that would inevitably help predict outcomes.

1

2

In fact, TV measurement typically falls short in two areas:

(And they pay a lot of people a lot of money to report on historical results.)

In fact, brands typically wait at least 30 days, and sometimes six months to get results from TV spend.

An inability to give marketers valuable insights in any sort of timely manner.

A lack of access to historical data that would inevitably help predict outcomes.

1

2

In fact, TV measurement typically falls short in two areas:

But there is good news.There is a solution that cuts the wait time on TV audience data way down.

In fact, marketers can get this data within an hour of a program or ad airing.

And the best part is, it doesn’t really require any extra work.

The solution is real-time TV analytics.We got really tired of seeing marketers struggle to prove the value of TV and media investments in a timely manner.

Not to mention, we were fed up with marketers missing crucial data points that could be leveraged for better content experiences, and reduce media waste.

Did you know that in any given minute, TV accounts for 95% of video consumption for all adults?– VAB

So here we are.

We want to help. We can help.

We built an entire real-time TV analytics platform

to make sure marketers could start to understand audience behaviors moments after they happened.

We built an entire real-time TV analytics platform

to make sure marketers could start to understand audience behaviors moments after they happened.

On TV. Online. And everywhere in between.

So, let’s recap why this is important.

So, let’s recap why this is important.

In no particular order:

So, let’s recap why this is important.

In no particular order:

Your audience controls

their brand experiences.

So, let’s recap why this is important.

In no particular order:

Your audience will ignore irrelevant

experiences.

Your audience controls

their brand experiences.

So, let’s recap why this is important.

In no particular order:

Your audience will ignore irrelevant

experiences.

Your marketing objectives will fail if you don’t have

the right data.

Your audience controls

their brand experiences.

Now that we’ve got your attention.

Let’s get started, shall we?

Step 1: Choose the

right TV analytics platform.

And make sure it’s fully equipped to deliver:

And make sure it’s fully equipped to deliver: Real-time data The ability to report in all 210 DMAs. Millions of hours of historical TV programming.

Real-time data The ability to report in all 210 DMAs. Millions of hours of historical TV programming.

And make sure it’s fully equipped to deliver:

Ok, check. Check. And check.

Step 2:Set up

forsuccess

Work with a data partner to align your channels:

Determine your brand’s KPI’s. Select first party data for integration. Set up your desired logo, campaign and brand monitoring actions. Discover, analyze, measure, optimize, repeat.

Work with a data partner to align your channels:

Step 3:Turn those

insights into actions.

Seriously, it’s time to put that data and creativity to work:

Seriously, it’s time to put that data and creativity to work: Check your TV performance against benchmarks. Expand engagement and performance where it counts.

Step 4: Assess where TV & digital dollars are best spent.

Now that you have the right data to get your money’s worth:

Measure attribution across your important audience behaviors. Optimize your spend for next time. Note when channels increase consumer loyalty, and of course, more marketing-driven revenue.

Now that you have the right data to get your money’s worth:

Where do you go from here?This isn’t nearly as hard as it sounds.

All it takes is the right mindset, a few sensible processes and a great TV analytics platform.

We are

And we have such a platform (and some solid expertise about what it takes to thrive in this changing, data-driven world.)

So let’s talk about turning your TV and sponsorship investments into a machine (a data-driven, profitable machine).Nothing else is more important.

At iQ Media, we’re all about one simple idea; accessing more TV data in less time that can be put to good use. TV is the last frontier for real-time media measurement, and our platform is leading the movement.

We believe it’s the only way for marketers, PR folks, and customer insights leaders to properly evaluate their brands across earned and paid media.

Let’s build better TV measurement, together.