ITV has created a new tool to help advertisers prove the effectiveness of their campaigns.
Launched at the ITV Showcase in Manchester, Geo-X by ITV, provides tools, analysis and data to advertisers to run geographic experiments to prove the effectiveness of ad campaigns.
Created by ITV AdLabs, it uses ITV’s regional stations to create a “unique ability to apply different weights of advertising to a set of geographic test and control areas.”
“Since its launch ITV has always given advertisers the opportunity to target by region, but it has been difficult to express digital data in a way that is aligned to TV regions,” explained Kate Waters, ITV Director of Strategy and Planning.
“We are on a mission to make sure TV regional testing is done with the same level of rigour as our digital competitors – hence the launch of Geo-X by ITV. We estimate that if brands use all the tools and data we now have, their geo tests could be up to twice as sensitive at finding the value that telly creates.”
The system works by locating advertisers’ sales and web traffic data with more accuracy than has been possible before, including modelling and adjusting for IP address geolocation accuracy.
It analyses multiple KPIs including sales, visits, sources of web traffic, search, demographic response and brand tracking metrics in order to produce “a fully rounded view of the outcomes from TV advertising.”
ITV said that it was also able to account for overlaps in TV regions when analysing responses, removing ‘grey areas’ between TV regions in store sales or in customer delivery data, to achieve true test and control.
The free measurement consultancy will be offered to all ITV advertisers.
