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605 Launches The Impact Index605, an advanced data and analytics company focused on the media and entertainment industries, today announced that it has launched The 605 Impact Index™, a new, scientifically-based approach for measuring the impact of TV advertising on both branding and sales, also known as the 'top and bottom of the marketing funnel.' Building on its pioneering TV analytics work with blue-chip clients like Walmart and Uber, 605 developed the Impact Index as a more complete measure of the business impact of TV advertising which will deliver clients actionable insights to optimize both brand marketing and sales outcomes from their TV advertising investments. "It's no secret that the legacy TV measurement system has not kept pace with modern day marketing demands," said Ben Tatta, Co-Founder and President of 605. "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." Unlike attribution models derived from sample data, the Impact Index leverages one of the industry's largest matchable TV datasets combined with custom, first-party research, to benchmark qualitative brand metrics such as brand awareness and favorability. The result is a new, expansive set of metrics designed to measure TV attribution, from the top to the bottom of the marketing funnel. These metrics are organized into two distinct categories based on campaign objectives, including:
Commenting on 605's approach to data, research and insights, Aaron Bernstein, Senior Director of Insights and Advocacy at Walmart said, "Over the past few years, 605 and Walmart Corporate Affairs have worked together to identify the relationship between television, brand reputation and consumer purchasing behavior, which has yielded tremendous results." "While we all still call it TV, what those two letters mean for data-savvy advertisers has greatly evolved in just the past few quarters," said Sean Cunningham, President and CEO of the Video Advertising Bureau (VAB). "What hasn't changed is consumers spending the vast majority of their viewing time with premium TV video content. TV continues to deliver real impact against all audiences in scale, just as more advanced TV data insights for advertisers are rapidly rising." To demonstrate how the Impact Index works, 605 is releasing findings from its Brand Impact Study that uncovers unique insights on brand favorability for leading television advertisers across auto, telecom, insurance, quick-service restaurants, pharma and cosmetics. Key findigs include:
Brands, agencies, programmers and MVPDs can use 605's best-in-class analytics to:
Brands can rely on data they trust, including first-party CRM data, to understand advertising's effects on customer behavior, favorability and sales. Brands can also tap into 605's data partnerships to source sales attribution and conversion metrics including transactional (sales), mobile location (store visits) and digital (site visits, online purchase). 605 focuses on the simplification of massive datasets, using analytics and optimization tools to garner deeper and more certain business insights for clients in the media and entertainment industries. 605 performs audience analytics, campaign measurement, attribution and verification services for clients' television advertising campaigns - directly linking household-level ad exposure data to brand engagement and purchase activity. Unlike traditional ratings and sample-based methods, 605's measurement platform is built on national, census-level data to deliver accurate, actionable and verified results. Given the insights and analysis on specific brands, 605's data is only available on a password protected website. 605 is conducting a roadshow that includes meetings with advertising agencies, buyers and brands. To learn more about the Impact Index, and to review further brand insights derived from 605's proprietary research on the website, please contact [email protected]. 605's proprietary research is completely independent. Trademarks referenced in the study are the property of their respective owners and the brands have no relationship with 605. About 605 605 is an independent audience measurement and analytics company that utilizes census-level, authenticated TV data to help media, entertainment and sports clients optimize their programming and advertising investments. The company was created by Dolan Family Ventures, a company making strategic investments in data, analytics and technology-based businesses, through its acquisition of Analytics Media Group and data partnerships with an extensive network of partners across the country. To learn more, visit our website at 605.tv. View source version on businesswire.com: https://www.businesswire.com/news/home/20180530006394/en/ |