We get it—your audience is a tough bunch. They’re multi-channel, tech-savvy consumers who have complete control of their experience with your brand. Your need to understand their demands and behaviors is immediate, and TV hasn’t been up to the challenge—until now. Go ahead… read our rant. Real-time TV measurement is here and we need to tell you about it.

1. It’s about time for
Real-Time
TV Measurement

2. We need to talk.

3. About the single most
important determinant
of your success over the
next 12 to 24 months.

4. How do we know
it’s so important?
Here’s a little story...

5. There’s a pretty remarkable
(global) company that’s been
around for 70 years,
and continues to thrive in today’s digital world.
Hint: you’ve definitely heard of it.

6. In fact, their competitive landscape
is pretty deep.
It’s consumer
products are
not unique.

7. What’s more: most of their products
are sold through other parties.
And they only have 2 retail locations open in the U.S.

8. But they still manage
to maintain high
global market
share in multiple
categories.
All while undergoing strategic shifts in
products and marketing philosophy.

9. This company is
The diverse conglomerate best known for its
consumer electronics and record label.
But one thing sets them apart.
It’s their commitment to using data to better understand their
audience, and intended results.

10. Think about it.
A company with basically no U.S. stores has quite
a large slice of market share for their products.

11. You see, Sony decided to
do something bold.
that in retrospect it seems so simple.

12. You see, Sony decided to
do something bold.
but in retrospect it seems so simple.
They realized their customers are truly multi-channel –
both traditional and digital.

13. So, in the last few years,
they have made huge
investments in their
audience data.
And they married traditional (TV) and
digital channels together to better
understand–and engage–their customers.
But why?

14. The goal is to drive sales.
The key challenge is:
What’s the best way to
connect with the best
advocates of your bands?
– Jeremy Lyons, Head of Direct Marketing, Sony

15. So,
how does
this apply
to you?
Directly and indisputably.
For three reasons

16. 1. Your audience now completely
controls their brand experiences.
Where they view content, how they view, if
they view it.
Which means you have to work a lot harder–
and smarter–to get their attention.

17. 2. Their brand experiences
completely determine what and
how much they will buy.
(Not to mention how loyal they become.)
So it’s time to starting thinking about how
you’re going to take steps to understand their
behaviors–in real-time.

18. 3. They are engaging with your
brand on multiple channels.
Like television.
(So if you think TV is “dead”, think again.)
In fact, 31% of TV viewers browse the
internet for content related to what they
are watching, while they are watching.
-Ericsson, 2016

19. You have products to sell to a
distracted, demading audience, all
while keeping your budget in check
and gaining ROI.
And you’re reaching consumers
on more and more channels
and devices than ever before
while ensuring the tried and true
channels, like TV, are honest with
their data.
(There is a mountain of data supporting this
idea, but do you really need the numbers to
know in your bones that it’s true? If so, get in
touch – we’ve got all the proof points.)
See why we
said this is
important?

20. With that in mind, you’d think that
every marketer in the world would
spend 90 to 98% of his or her time on
leveraging data that drives results.
And that 89 to 94% of budgets would
be spent on the channels that actually
drive (desired) audience behaviors.
(But if that were true, we wouldn’t need rants like this one, would we?)

21. In reality, there’s a huge gap between
what ought to be true and what is true.
Some marketers are shifting TV spend
to other channels,
even though TV’s reach is still undisputed.
TV ads reach 87%
of people over 18.
–The New York Times

22. OK,
pause for breath.
While you’re reflecting on all those insights,
we’ll hypothesize why we think this is
happening.

23. See, traditional channels like TV
have typically suffered from one
thing that digital never did.
Yeah, sure, it’s got the reach and the power to
showcase content to multiple audiences.
But it’s not always easy to fully understand its impact.

24. In fact, TV measurement typically falls
short in two areas:

25. An inability to give marketers valuable insights in
any sort of timely manner.1
In fact, TV measurement typically falls
short in two areas:

26. An inability to give marketers valuable insights in
any sort of timely manner.
A lack of access to historical data that would
inevitably help predict outcomes.
1
2
In fact, TV measurement typically falls
short in two areas:

27. (And they pay a lot of people a lot of money to report on historical results.)
In fact, brands typically wait at least 30 days, and sometimes six months to get
results from TV spend.
An inability to give marketers valuable insights in
any sort of timely manner.
A lack of access to historical data that would
inevitably help predict outcomes.
1
2
In fact, TV measurement typically falls
short in two areas:

28. But there is good news.
There is a solution that cuts the wait
time on TV audience data way down.
In fact, marketers can get this data within an hour
of a program or ad airing.
And the best part is, it doesn’t really require any
extra work.

29. The solution is real-time TV analytics.
We got really tired of seeing
marketers struggle to prove
the value of TV and media
investments in a timely
manner.
Not to mention, we were fed
up with marketers missing
crucial data points that could
be leveraged for better
content experiences, and
reduce media waste.
Did you know that in
any given minute, TV
accounts for 95% of
video consumption for
all adults?
– VAB

30. So here we are.
We want to help. We can help.

31. We built an entire
real-time TV analytics platform
to make sure marketers could start to understand
audience behaviors moments after they happened.

32. We built an entire
real-time TV analytics platform
to make sure marketers could start to understand
audience behaviors moments after they happened.
On TV. Online. And everywhere in between.

33. So, let’s recap why this is important.

34. So, let’s recap why this is important.
In no particular order:

35. So, let’s recap why this is important.
In no particular order:
Your audience
controls
their brand
experiences.

36. So, let’s recap why this is important.
In no particular order:
Your audience
will ignore
irrelevant
experiences.
Your audience
controls
their brand
experiences.

37. So, let’s recap why this is important.
In no particular order:
Your audience
will ignore
irrelevant
experiences.
Your marketing
objectives will fail
if you don’t have
the right data.
Your audience
controls
their brand
experiences.

38. Now that we’ve got your attention.
Let’s get started,
shall we?

39. Step 1:
Choose the
right TV
analytics
platform.

40. And make sure it’s fully equipped
to deliver:

41. And make sure it’s fully equipped
to deliver:
Real-time data
The ability to report in all 210 DMAs.
Millions of hours of historical TV programming.

42. Real-time data
The ability to report in all 210 DMAs.
Millions of hours of historical TV programming.
And make sure it’s fully equipped
to deliver:
Ok, check. Check. And check.

43. Step 2:
Set up
for
success

44. Work with a data partner to
align your channels:

45. Determine your brand’s KPI’s.
Select first party data for integration.
Set up your desired logo, campaign and brand monitoring actions.
Discover, analyze, measure, optimize, repeat.
Work with a data partner to
align your channels:

46. Step 3:
Turn those
insights into
actions.

47. Seriously, it’s time to put that data and
creativity to work:

48. Seriously, it’s time to put that data and
creativity to work:
Check your TV performance against benchmarks.
Expand engagement and performance where it counts.

49. Step 4:
Assess where
TV & digital
dollars are
best spent.

50. Now that you have the right data to get
your money’s worth:

51. Measure attribution across your important audience behaviors.
Optimize your spend for next time.
Note when channels increase consumer loyalty, and of course, more
marketing-driven revenue.
Now that you have the right data to get
your money’s worth:

52. Where do you go from here?
This isn’t nearly as hard as it sounds.
All it takes is the right mindset, a few sensible processes and
a great TV analytics platform.

53. We are
And we have such a platform (and some solid expertise about
what it takes to thrive in this changing, data-driven world.)

54. So let’s talk about
turning your TV
and sponsorship
investments into a
machine (a data-driven,
profitable machine).
Nothing else is more important.

55. At iQ Media, we’re all about one
simple idea; accessing more TV
data in less time that can be put
to good use. TV is the last frontier
for real-time media measurement,
and our platform is leading the
movement.
We believe it’s the only way for
marketers, PR folks, and customer
insights leaders to properly
evaluate their brands across
earned and paid media.
Let’s build better TV
measurement, together.