SAN JUAN, PR — The new opportunity to observe a consumer action and correlate it back to a TV ad view is a big deal.
But it will count for nothing if it is not underpinned by a solid data foundation.
So says Noah Levine, chief revenue officer at 605, a company helping advertisers buy smarter using TV data.
“As an industry, everyone’s aware that … attribution and outcomes are a huge shiny object in the room and there’s an increasing embracing of outcomes across the industry,” Levine says in this Beet.TV interview.
“Where I think we fall down is there isn’t enough focus on the viewership data that is being used to actually say ‘These households or devices were exposed to this ad’ and then marrying it up in a scalable, accurate, powerful manner to whatever the outcome is you’re trying to measure against.
“A lot of it is built on a house of cards.
605 provides aggregate set-top box and automatic content recognition (ACR) from 21 million households. It combines viewing data from
- Charter Communications’ Spectrum cable subscribers.
- Inscape, the company taking actual viewing data from Vizio TVs using automatic content recognition (ACR)
In February, 605 launched 605 Platform, a software system that will help programmers and advertisers plan, buy, assess and attribute advanced advertising campaigns.
It is the latest such platform to emerge offering ad buyers similar capabilities.
“This is our foray officially into the television measurement space,” Levine says. “We’re absolutely excited. We have launched pilot customers of Discovery and AMC with more to follow and it’s not only for programmers. It’s also for agencies and brand marketers.
“The reason why we named 605 Platform is we believe that the television marketplace needs to view itself as a platform in and of itself
The interview was conducted by Forrester VP and principal analyst Joanna O’Connell.
This video was produced at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi. For more videos from the series, please visit this landing page.
