Adgile launches long-term attribution for its TV measurement platform
Adgile is set to deliver a more holistic TV advertising measurement system for advertisers, following the launch of its Long Term Effects Attribution product into the Australian market.
It will be delivered through its cloud-based performance management platform, which previously ran with a Short Term Effects Attribution capability only.
Adgile launched Catalyst, an independent, cloud-based platform that can be accessed by brands, agencies and broadcasters on a SaaS (Software as a Service) basis, in February this year,
It now launches its long-term product, which was designed following research Adgile conducted which found marketers place more than 60% of their TV investment against objectives designed to generate long-term results.
The new product was developed in partnership with a number of existing clients, and allows advertisers to look at relevant data sets agnostically, also giving clients the ability to conduct multiple experiments and A/B tests via machine learning, across extended periods of time.
This analysis introduces discrete combinations of planning variables, such as advertising creative, context, programming, channel, dayparts, regions and demographics – revealing previously undiscoverable sources of growth and in-channel optimisation opportunities.
GroupM’s Claire Butterworth
GroupM interim head of investment, Claire Butterworth, said: “All CMOs know how vital it is to invest in long-term growth, and TV advertising is an effective place to do that.
“An attribution solution that can provide a holistic view of long-term investment and aide optimisation and measurement is a great tool for marketers to have in their toolkit.”
Adgile’s global head of product, Isaac Stefaniw, added: “We recognised that brand and business objectives must come first with any attribution capability.
“Digital metrics of course have a valuable role to play, but they will not help brands optimise their TV advertising to address key longer-term performance questions that consider consumer attitude, behaviour, awareness, intent and sales – whether online or offline.”
“Bringing accountability to advertising holistically required a unique solution that could go beyond short term performance, and reflect the bigger picture and power that we all know TV can deliver – this is ultimately the value that Adgile’s Long Term Effects product creates.”
In December, Adgile continued its Australian expansion with the hires of Stu Carr and Erin Rolla, following the appointment of Paul Evans as Adgile Media’s first global CEO.
Adgile began its international expansion in 2019 and late last year announced a partnership with Group M for real-time TV measurement.
The business also partnered with Quantium and Fetch TV to allow FMCG advertisers to ‘close the loop’ and measure their TV advertising impact against sales for the first time.
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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