‘A more transparent approach’: Inside Sky, ITV and Channel 4’s TV measurement tool
In an attempt to give marketers a reason to invest in TV, the three biggest broadcasters have created a tool to quantify TV’s impact on performance metrics.
ITV, Sky and Channel 4 are hoping to provide advertisers with a means of quantifying TV’s effect on short-term performance metrics to help “pave a way for a more transparent approach to advertising effectiveness”.
In September, the three broadcasters announced the proof of concept launch of their new joint measurement tool, Lantern, stating the collaboration aims to “give [TV] the measurement it deserves”.
The tool aims to demonstrate TV’s impact on short-term performance metrics such as search queries, web traffic, social media engagement and conversion as TV’s impact on short-term behaviours is “not often given credit”, according to Sky Media’s director of client and marketing, Karin Seymour.
