NLogic – an audience analysis software provider for TV advertising – has rolled out Adgile’s TV ad performance management platform across Canada, marking the first time the solution has been made available in the country. The platform captures impression-level exposure and consumer behaviour data, in real-time, on almost 160 channels across Canada. At the Future of TV Advertising Canada conference this autumn, David Phillips, President and COO of NLogic, explained how the platform allows marketers to optimise campaigns in-flight, attribute business outcomes to advertising, and glean insight into the performance and strategy of competitors’ campaigns.
Philips believes that the rollout of Adgile across Canada represents an “unprecedented” step towards addressing marketers’ need for real-time TV campaign data; a need, he argues, the TV ecosystem has previously been too slow to respond to. Philips emphasised that the Adgile technology does not simply process metadata about TV ads appearing in linear spots, but instead focuses on displayed images on-screen, conducting a frame-by-frame analysis so that it can also gather insight about in-content sponsorships as well. The technology captures and analyses four frames per second for commercials (which is equivalent to approximately 70M images a day) and, using AI machine learning, it converts those images into information about the brand, the content of the ad, and its messaging.
From this, Philips states, advertisers can get insights “not only into the type of creative strategy being deployed by your competitors but also how that creative is being deployed across TV, by hour, by day, within a category, across different demographics and geographies”. The real-time nature of the data, combined with the platform’s ability to incorporate multiple types of third-party data, also means that the Adgile technology – called Catalyst – can offer both short and long term attribution of business outcomes to ads. The result is that, “You end up with a far more informed and strategic conversation about your TV investments: what type of creative drove different types of impact at different times of day? What combinations of programming and creative drove which kind of response?”
The role that Catalyst can play in allowing advertisers to manipulate their campaigns in-flight, in response to competitors’ advertising, is a significant dimension of the platform that Philips sought to highlight. Using Adgile, brands can trigger campaigns programmatically based on data on competitors’ advertising. For example, Adgile can calculate a brand’s hourly share of voice, and can be programmed to launch a campaign automatically if the client’s advertising share of voice dips below a certain threshold.