MAW has just learned that TV data company Alphonso Inc., a market leader in providing advertisers with verified TV audiences on mobile devices and the web, has launched “Alphonso Insights.”
Alphonso Insights is a software-as-a-service (SaaS) offering allowing brands and agencies to conduct real-time analysis of TV content and ad consumption at a granular level, as well as to obtain closed loop attribution on TV media spend.
“The always-on Alphonso Insights dashboard for TV ads simplifies and expedites reporting on metrics such as total airings, share of voice, estimated spend, audience reach, locations visited, and purchases made,” the company tells us.
Alphonso Insights is already used by more than 2,500 end users from more than 200 top brands and agencies. Powered by one of the largest and most valuable data sets for the TV advertising industry, it monitors viewership data from 30 million U.S. households, all in real time.
While a basic version of Alphonso Insights is free for research, reporting, and competitive comparisons of many key campaign metrics, the paid subscription version includes closed loop offline and online attribution, for deeper campaign insights such as the impact of TV campaigns on product purchases, and how well ads performed in driving customers into restaurants, retail and service locations, car dealerships, and more.
“Traditionally, retrieving TV ad campaign data has been nothing short of a lengthy and expensive battle, causing missed opportunities for brands and media planners that aren’t able to take action on critical insights when it matters most — while the campaign is in flight,” said Ashish Chordia, the CEO and co-founder of Alphonso. “Alphonso Insights not only democratizes access to those ad insights, but provides a reliable and real-time solution for understanding how your media spend stacks up against competitors, and how it is driving foot traffic and sales.”