iSpot.TV has launched a new measurement tool for tracking how many people are watching commercials in real time no matter whether they air live or appear via digital video recorders, video on demand or over-the-top.
Ads will be monitored across 10 million screens via automated content recognition technology embedded in participating TV sets. Most major studios have already been participating in a beta of the service.
iSpot.TV, which produced a Movie Commercial Tracker on Variety each week, will allow clients to see view rates, impressions and unduplicated reach, whether for a single ad or for an entire category of ads. The service will provide tracking capabilities similar to digital ads, consistent with Interactive Advertising Bureau standards.
“TV is changing rapidly and the traditional ways of measuring TV advertising simply do not cut it. Brands are becoming more sophisticated in their assessment and optimization of media buys and having real-time, holistic measurement for TV ads is at the center of that,“ said Sean Muller, founder and CEO of iSpot.tv.