Ever since the first TV commercial aired, the industry’schallenge has always been the ability to accurately measure itsimpact – be it on brand perception, recall and, crucially, onsales.
When Kantar Media first introduced RPD (return path data) in 2005, the company’s vision always extended to its potential as a tool that helps connect those dots and generates new types of insight, well beyond pure audience measurement.
For example, RPD’s robust and vast amounts ofinformation on individual viewing behaviour can be matched withother datasets, such as shopping behaviour, loyalty programmes andproprietary customer databases. Last October, the launch of KantarMedia’s Data Partner Programme (DPP) in the U.S. moved this earlyvision of RPD as a game changer from theory to reality.
This new programme enables clients to overlay DIRECTView’sReturn Path Data with other datasets such as proprietary databases,third-party socio-demographic, shopping and loyalty card databasesto name just a few examples. Uncovering connections between a TV adand consumers’ subsequent attitudes and behaviours providesinsights that impact the core of an advertiser’s business.
A match made in data heaven
Microsoft Advertising and Google TV Ads signed on as theprogramme’s first clients, creating partnerships with two of theworld’s biggest advertising technology companies. The firstpartner, Microsoft Advertising, overlays data from DIRECTView withother data it currently uses for analytics in its Admiramedia-buying platform. Likewise, Google TV Ads integratesDIRECTView’s RPD into Google’s Adwords interface to offer clients abetter optimisation of their ad placements.
Giving advertisers a better understanding
Even more promising is the potential to overlay viewership datafor an individual ad or campaign against consumer purchasebehaviour databases, and finally understand the impact ofadvertising on sales. Pinpointing correlations between advertisingand sales can allow brands to fully determine their return oninvestment. By contrasting other data such as socio-demographic orlifestyle attributes against RPD, media planners and buyers can geta better understanding of how factors such as creative, podposition, programming genre and day-part are impacting specificactions at a household level. The Data Partner Program’s currentintegrations are already helping improve cost-effectiveness formarketers and media agencies, and demonstrate value for mediaclients. All of this in a sound methodological framework based onRPD’s universe of hundreds of thousands of households.
The future value of RPD
Looking to the future, RPD’s flexibility can also extend thepossibilities of data overlay to all three screens (online andmobile). Marketers would then have a holistic view of a multimediacampaign’s impact on consumers’ actions at the checkout – be itvirtual or bricks and mortar. The advertising industry finally hasa robust research tool to understand the complex dynamics between aspecific campaign and its impact in the real world.
For an example of an analytical tool that overlays Shopping and TV tuning behavior, visit www.kantarmediana.com/audiences
DIRECTView is one of the largest national audience measurement services available in the United States. The service enables measurement of the entire spectrum of live and time-shifted (DVR) audience viewing behaviours at a second-by-second level across more than 350 channels from over 100,000 U.S. households.