The TV ad measurement company formed by two ex Cablevision executives is being enlisted by Discovery Inc. to provide advertisers with outcome attribution for TV ads seen by 40 million households.
Discovery, whose portfolio includes Discovery Channel, HGTV, Food Network and TLC, will work with 605, which provides aggregate set-top box and automatic content recognition (ACR) from 30 million devices across 12 million households.
With that added to Discovery’s own dataset, the combined footprint is “the largest ever utilized for a TV attribution study”, 605 says. It will be offered as Discovery Engage, what Discovery calls “a state-of-the-art data management and analytics platform for targeting, optimization and measurement beyond age and gender”.
We are excited to partner with @DiscoveryIncTV ! Utilizing our multi-source data set, they can now leverage nearly 40M households to provide full-funnel attribution metrics at a census scale. Read more: https://t.co/MtkWr8RFOfpic.twitter.com/5Qa5hWpA31
— 605 (@605Data) September 10, 2019
“It takes TV attribution to scale,” says Ben Tatta, 605 president, in this video interview with Beet.TV
“We’ll be able to measure across the full spectrum of brand metrics and sales metrics, outcome based measurement for campaigns that they sell through Engage.”
Tatta says the system will draw a line from ad exposure not only to eventual business outcomes like sales but also to more traditional TV branding goals, higher in the marketing funnel.