Brands and advertisers will be able to prove the regional effectiveness of their TV advertising campaigns with new ITV data measuring service Geo-X.
Created by ITV AdLabs, the brand new initiative measures key metrics across both regional and national campaigns, helping brands build ‘gold standard’ measurements of their TV ads.
The free service provides advertisers and brands with new tools, analysis and data to run a series of geographical experiments, proving the effectiveness of their advertising campaigns against a number of outcomes.
Geo-X adjusts for IP address geolocation accuracy, making advertisers’ sales and web traffic data more accurate. It also analyses multiple KPIs including sales, visits, sources of web traffic, search, demographic response and brand tracking metrics.
ITV believes that companies using the new tools and data on offer could find their geo tests are as much as twice as sensitive at revealing the value of TV advertisements.
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ITV Adlabs has created a best-in-class geolocation resource for UK postcodes, Google Analytics location data and Google search marketing areas.
It is able to account for the overlaps in TV regions when analysing responses and remove ‘grey areas’ between TV regions in store sales or customer delivery data. This allows advertisers to test the effectiveness of their above-the-line campaigns, making the most of ITV’s unique regional footprint and applying different weights of advertising to a set of geographic test and control areas.
ITV director of strategy and planning, Kate Waters, said: “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.
“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.”
Geo-X is a free measurement consultancy for all ITV advertisers and will be entirely scaleable, including self-serve options.
