iSpot is a new ad tracking platform that marries TV spot appearances and spending with an overlay of online sharing activity. It’s a brilliant idea. (Oh, happy New Year’s Eve, by the way.) During my time at McCann while spending big bucks on TV advertising for AT&T, the tracking people always paired weekly spend with the revenue it generated. I always marveled at how the revenue lagged the spend by a week or two. This lag was the case for most consumer packaged goods. It’s interesting to note that according to iSpot there’s a similar lag in social sharing of TV spots. Most shares of the Geico “Hump Day” and Samsung Galaxy Gear spots were not on the night of the ads, but a few days after. Check out the metrics.
My problem with social, and I know it works trust me, is that what we are often measuring is divorced from sales. Clicks. Likes. Shares. Views. iSpot’s new platform provides data feed that should plug in nicely to sales reports. Como se holy grail?
Readers of Whats The Idea? know about Twitch Point Planning — a twitch being a media moment when one engages a separate device for additional information, learning or sharing. iSpot is a platform with a chance to make Twitch Point Planning a prime time tool. And vice versa. Stay tuned in 2014.
Peace be upon you.