FLUZO will provide data on the contribution of connected versus linear TV to the group's agency clients.
GroupM, WPP's media investment group, has reached an agreement with ad effectiveness measurement company FLUZO to provide data on the contribution of connected TV - including HbbTV and OTTs - versus linear TV to the group's agency clients (Mindshare, Wavemaker, EssenceMediacom and The Partnership), as part of the services the group offers from Finecast, the group's addressable TV advertising platform.
The agreement has been made official after months of working together on projects for advertisers from different verticals and industries, in which the suitability and level of adaptation of FLUZO's methodology to GroupM's needs has been proven. At the moment, this data is being offered to advertisers operating in the Spanish market, although the door to work in other countries is open.
The solution is offered in three different versions (basic, standard and advanced) depending on the depth of analysis. The data on the total and exclusive reach and frequency of Linear TV and CTV by demographic profiles can be complemented with:
'Post-test' questionnaires to those impacted to understand the effectiveness of campaigns mobilizing branded items and detect effective frequency;
Digital/mobile behavioral data (web browsing, app usage and Google searches);
Competitor campaign monitoring.
The partnership highlights the urgent need of the various industry players for de-duplicated data from both media. And it reflects a growing consensus: with the progressive fragmentation of the advertising space, it is vital to have a single measurement for all media, which isolates the role of each medium in a cross-media campaign and ultimately improves the effectiveness of media plans.
FLUZO's methodology combines advertising exposure data, obtained through its proprietary audio ACR technology -which is integrated into a Netquest single-source panel to turn the panelists' phone into a mobile people meter that measures any media, in and out of home- with additional data obtained from the same group of panelists, such as surveys, web browsing or app usage.