|[May 30, 2018]
605 Launches The Impact Index
605, an advanced data and analytics company focused on the media and
entertainment industries, today announced that it has launched The
605 Impact Index™, a new, scientifically-based approach for
measuring the impact of TV advertising on both branding and sales, also
known as the 'top and bottom of the marketing funnel.' Building on its
pioneering TV analytics work with blue-chip clients like Walmart and
Uber, 605 developed the Impact Index as a more complete measure
of the business impact of TV advertising which will deliver clients
actionable insights to optimize both brand marketing and sales outcomes
from their TV advertising investments.
"It's no secret that the legacy TV measurement system has not kept pace
with modern day marketing demands," said Ben Tatta, Co-Founder and
President of 605. "Although recent developments in the field of TV
attribution are a move in the right direction, most of these solutions
focus on sales attribution only. These 'bottom-funnel' methods fail to
capture the enormous impact TV delivers in terms of brand awareness,
perception and favorability. After years of conducting full-funnel
attribution, 605 developed the Impact Index as a turn-key
solution for measuring the total impact of TV advertising in a
scientific, yet easy-to-implement way."
Unlike attribution models derived from sample data, the Impact Index
leverages one of the industry's largest matchable TV datasets combined
with custom, first-party research, to benchmark qualitative brand
metrics such as brand awareness and favorability. The result is a new,
expansive set of metrics designed to measure TV attribution, from the
top to the bottom of the marketing funnel. These metrics are organized
into two distinct categories based on campaign objectives, including:
Brand Impact Metrics, which are designed to measure the 'upper' and
'mid-funnel' impact including brand awareness, brand perception, brand
favorability, and net promoter score (NPS)
Sales Impact Metrics, which are designed to measure the 'bottom
funnel' impact including ad engagement, ad response, sales conversion
and conversion lift
Commenting on 605's approach to data, research and insights, Aaron
Bernstein, Senior Director of Insights and Advocacy at Walmart said,
"Over the past few years, 605 and Walmart Corporate Affairs have worked
together to identify the relationship between television, brand
reputation and consumer purchasing behavior, which has yielded
"While we all still call it TV, what those two letters mean for
data-savvy advertisers has greatly evolved in just the past few
quarters," said Sean Cunningham, President and CEO of the Video
Advertising Bureau (VAB). "What hasn't changed is consumers spending the
vast majority of their viewing time with premium TV video content. TV
continues to deliver real impact against all audiences in scale, just as
more advanced TV data insights for advertisers are rapidly rising."
To demonstrate how the Impact Index works, 605 is releasing
findings from its Brand Impact Study that uncovers unique
insights on brand favorability for leading television advertisers across
auto, telecom, insurance, quick-service restaurants, pharma and
cosmetics. Key findigs include:
GEICO: Well-known for its ads featuring the bright green Gecko
with the English accent and other humorous spots, two of its top three
indexing prime time shows are niche programs that appear on PBS.
it means: In addition to GEICO's mass audience reach on
TV, it achieves high brand favorability ratings among
specialized, hard to reach audiences such as those on PBS.
evidence: 605's study found that GEICO's highest favorables in
prime time included "Great Performances" on PBS, "All in with Chris
Hayes" on MSNBC and "Finding Your Roots" on PBS.
NISSAN: Those favorable to the Nissan brand tend to watch a lot
of Spanish-language television which reflects the company's strategic
investment in a targeted audience market with growing economic power.
it means: Nissan's unique approach and continued
investment in reaching Hispanic audiences is paying off. The company
is using creative advertising, planning and strategic partnerships to
help drive brand awareness that supports sales outcomes.
evidence: Nissan maintains a multi-year strategic partnership
with Univision which has enabled the company to capitalize on
award-winning creative ads focused on the Hispanic community from
Omnicom's (News - Alert) multicultural agency, fluent360 and its media planning
agency OMD. In fact, Nissan won the Spanish Advertiser of the Year
Award for its "First Impression" ad that promoted the Nissan Rogue.
Hispanic customers now comprise 21 percent of Nissan's annual sales.1
SAMSUNG: Those favorable to the Samsung (News - Alert) brand watch more
youth-oriented programming on networks including Comedy Central,
Freeform and MTV.
What it means:
Samsung has garnered a unique affinity among younger, hard-to-reach
audiences on TV, which will lead to loyal followers of their products
Samsung invests heavily with Viacom (News - Alert) and youth-oriented programming
which is clearly driving favorability to the brand with key audiences.
AT&T: The audiences most favorable to AT&T (News - Alert) over index on
Viacom's TVLand network, but it is the only Viacom-owned network that
has no AT&T advertising.
it means: Based on these findings, AT&T's investment across
Viacom's networks could drive its favorable even higher if it targeted
some of its advertising on TVLand.
evidence: AT&T has been a significant advertiser across all of
Viacom's networks with the exception of TVLand.
Brands, agencies, programmers and MVPDs can use 605's best-in-class
Capture brand strength metrics, including net promoter score and brand
Get a deeper look into multiple dimensions of brand reputation such as
innovation and workplace environment
Find the exact answers they are looking for through custom questions
Brands can rely on data they trust, including first-party CRM data, to
understand advertising's effects on customer behavior, favorability and
sales. Brands can also tap into 605's data partnerships to source sales
attribution and conversion metrics including transactional (sales),
mobile location (store visits) and digital (site visits, online
605 focuses on the simplification of massive datasets, using
analytics and optimization tools to garner deeper and more certain
business insights for clients in the media and entertainment industries.
605 performs audience analytics, campaign measurement, attribution and
verification services for clients' television advertising campaigns -
directly linking household-level ad exposure data to brand engagement
and purchase activity. Unlike traditional ratings and sample-based
methods, 605's measurement platform is built on national, census-level
data to deliver accurate, actionable and verified results.
Given the insights and analysis on specific brands, 605's data is only
available on a password protected website. 605 is conducting a roadshow
that includes meetings with advertising agencies, buyers and brands. To
learn more about the Impact Index, and to review further brand
insights derived from 605's proprietary research on the website, please
605's proprietary research is completely independent. Trademarks
referenced in the study are the property of their respective owners and
the brands have no relationship with 605.
605 is an independent audience measurement and analytics company that
utilizes census-level, authenticated TV data to help media,
entertainment and sports clients optimize their programming and
advertising investments. The company was created by Dolan Family
Ventures, a company making strategic investments in data, analytics and
technology-based businesses, through its acquisition of Analytics Media
Group and data partnerships with an extensive network of partners across
the country. To learn more, visit our website at 605.tv.
View source version on businesswire.com: https://www.businesswire.com/news/home/20180530006394/en/
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