CMO

Quantium, Fetch TV and Adgile join forces on new TV reporting offering

Trio claim to be closing the loop on real-time audience insights across free-to-air TV for consumer goods companies

Quantium, Fetch TV and Adgile Media are claiming their new data partnership is set to close the loop on TV advertising effectiveness for consumer goods brands.

Their latest offering, Q.Measure TV, aims to deliver more timely, accurate and immediately actionable insights on TV advertising efforts. These performance insights will be delivered via the Q. Measure TV Interactive Portal and include data points such as conversion rates, demographic breakdowns of consumers reached linked to converted and real-time comparison of campaigns against others in the category.

It's a combination of Adgile media’s structured data from live and on-demand TV content, plus Fetch TV’s viewing behaviour measurement data across 7 per cent of Australian households and nearly 3 million hours of daily viewing, and Quantium’s FMCG insights and analytics capabilities.

The trio said initial work has been done with six FMCG organisations to create the new capability, including Mars Wrigley Australia. In a statement, Mars Wrigley marketing insights manager, Joanna Lepore, said Q.Measure TV is a robust, fresh offering in the Australian market.

“This will be an enormous value-add for brands looking to innovate in advertising, both to more accurately demonstrate ROI and to better understand our audience through their reaction,” she said. “As an evidence-based company, we were proud to be part of the product development process from the very beginning, as it allowed us to see the complexity and rigour behind bringing this innovation to market.”

Quantium executive for media and marketing global markets, Lawrence Puang, said while existing solutions show TV works, Q.Measure TV goes worth in enabling advertisings to optimise TV advertising strategies to maximise sales.

“This is a game changer in measurement and accountability for a sector that spend, on average, more than two-thirds of its advertising budget on TV,” he claimed. “Never before have FMCG advertisers been able to see exactly who they reached at an anonymised level, to measure how those consumers have responded and then accurately optimise campaigns to drive customer acquisition and incremental sales for existing shoppers.”

Fetch TV CEO, Scott Lorson, said the aim of the game is to reinforce the value of free-to-air advertising. “Closed loop reporting, built on high quality first-party data sets, and at a scale that reliable reflects the total market, is incredibly powerful,” he commented.

Adgile Media chief revenue officer, Craig Service, added the data and measurement business’ role was to provide real-time, granular, structured and accessible TV data to fuel the Q. Measure TV machine.

The offering is set to launch in the last quarter of this calendar year.

Q.Measure TV is just the latest in an array of TV data insight offerings and capabilities launched in recent months uniting TV audience viewing with consumer purchasing behaviour.

Free-to-air broadcasters have also been investing heavily in building out their own first-party audience data targeting and reporting offerings for streaming, connected and on-demand services. For example, giants such as Nine and 10 ViacomCBS have both partnered with flybuys on its new Unpacked by flybuys product, providing insights on 8.6 million Australian shoppers to combine with data from their own platforms as well as News Corp audience data.

This week, Seven West Media also announced a new audience data offering for partners, built off the back of its partnership with TEG Analytics to access 16 million live event ticket buyers.

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