Standard TV attribution models use minute-by-minute data to measure website activity generated by TV, but Adalyser uses second-by-second data.
Using a technique called high frequency sampling, Adalyser captures 60 times more data points, which means it can detect subtle changes in the volume of users interacting with an advertiser’s website, so agencies and advertisers can precisely attribute website visitors to specific TV adverts.
Matthew Pover, director of global strategy at The Specialist Works, currently trialing Adalyser V4, has been impressed with the new technology. He said: “We’ve worked closely with Adalyser during the development of version four and have found that the insight it delivers enables us to quickly identify inefficiencies and opportunities to act upon.
“We are in the process of rolling out Adalyser V4 to our highest profile clients including eHarmony, Boohoo, Ovo Energy, NSPCC and Photobox.”
OneSoon sales director, David Cloudsdale said: “With the launch of Adalyser V4 we’ve been able to set ourselves apart from competitors with a platform that irons out the inaccuracies associated with per minute response attribution.
“Our patent pending technology is unique to the industry. It is set to provide agency and advertiser customers with a competitive advantage in TV advertising in terms of measuring effectiveness, managing media spend, planning ahead for optimum ROI and reducing reporting overhead.”
Adalyser has been chosen as a 2016 winner of Red Herring's Top 100 Europe award, a prestigious list honoring the year’s most promising private technology ventures from the European business region.
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