Many of its clients marry ISpot.tv’s insights to other data points, such as sales information, website traffic, app downloads or app usage data.
Although the TV analytics space is crowded, with platforms such as Civolution and Samba TV focused on syncing digital ads and second-screen campaigns to TV content, ISpot.tv claims it’s different since it measures 1 billion earned media interactions generated from paid TV campaigns.
While hardcore fans might download second-screen apps to use in conjunction with their favorite TV programs, ISpot.tv discovered most viewers preferred to use the apps they had already downloaded on their mobile device or iPad.
“When people are watching TV, we learned they like to use the platforms and apps they’re already using, which is typically Google or Yahoo Bing for search, Facebook and Twitter for social and YouTube for video content,” Muller said.
Although ISpot.tv is more of an analytics play than a programmatic ad platform, Muller said it has both digital exchange and emerging television supply-side platform partnerships in place.
“Programmatic is much more nascent in TV than in digital, but you’ve got a lot more supply-side platform inventory beginning to open up,” he said. “Programmatic TV will be a big area of growth, but today it’s still very small. Once we have better measurement, I think that’s when you’ll really see programmatic take off in television.”