Quantium, Fetch TV and Adgile Media launch ‘first ever’ closed loop reporting solution for TV

Australian data science and artificial intelligence leader Quantium, Fetch TV and data business Adgile Media have announced a partnership which will allow FMCG (fast moving consumer goods) advertisers to ‘close the loop’ and measure their TV advertising impact against sales for the first time.

Q.Measure TV will provide advertisers with timely, accurate and immediately actionable feedback. Quantium’s executive for media and marketing, global markets, Lawrence Puang, said this reporting is what advertisers have come to expect in a digital world.

“Existing solutions prove TV works. Q.Measure TV goes further in enabling advertisers to optimise their TV advertising strategies to maximise sales,” said Puang.

“This is a game changer in measurement and accountability for a sector that spends, on average, more than two-thirds of its advertising budget on TV.

“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,” Puang said.

Fetch CEO Scott Lorson said the announcement was an important one for the TV industry.

“Closed loop reporting, built on high quality first party data sets, and at a scale that reliably reflects the total market, is incredibly powerful. It promises to reinforce the value of free-to-air TV advertising, and enhance the ability of advertisers to optimise their investment decisions for this critical media.”

Mars Wrigley Australia was one of the six FMCG organisations that worked with Quantium on the pilot for Q.Measure, with marketing insights manager Joanna Lepore saying the capability is an Australian first.

“We haven’t seen anything like Q.Measure TV in the Australian market; the robustness and granularity of analysis is truly impressive. 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,” said Lepore.

“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.”

Advertisers will access performance data across a range of metrics delivered through the Q.Measure TV Interactive Portal. Key data points include conversion rates, precise demographic breakdowns on consumers reached and then converted and the advertising levers that can be pulled to drive acquisition and sales.

Q.Measure TV also enables advertisers to compare the success of their campaigns with others in their category enabling them to react in real-time to changes in category marketing dynamics.

Craig Service, chief revenue officer for Adgile Media said: “We’re incredibly excited to combine our independent, first party, real-time TV data with such an innovative new product. When you have transparent data, you have transparent answers. Adgile’s role in this powerful partnership is to provide real-time granular, structured and accessible TV data to fuel Q.Measure TV, ensuring the measurement outputs are delivered with actionable speed, accuracy and calculated on transmitted only audience impressions.”

Q.Measure TV will officially launch to the marketplace in Q2 FY21.


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