A new marketing tracking tool to record every time a brand is seen or heard on tv is released. It also sheds light on the effectivity of Donald Trump’s local ads as compared to his vanquished rival Hillary Clinton’s national level ads.
iQ Media, a media measurement company, launches a platform that tracks down all visual and verbal mentions of a brand for both paid and earned media. It is a real-time searchable tv tracking tool that makes it easier for marketers to track down every time a brand is seen or mentioned on the television for both live and historical tv programming; either for their own brand or their competitor.
The tracking tool basically performs three major tasks: track the brand, audience and competition.
TRACKING THE BRAND
Businesses spend thousands to millions of their marketing budget to get their brands out there in the real world. A brand’s exposure is essential to its growth as it spreads brand awareness to their target audience. After getting their brands on tv, marketers might be left blind on where their brands are left at.
The tracking tool of iQ Media develops a logo recognition technology in order to identify accurately when a brand is seen or heard on television. This technology records 30 frames per second. It also has the capability of capturing a logo seen on-screen.
The logo does not even have to be a vector symbol printed on the ad. It can be attached to a hat, shirt or whatever surface. Moreover, even though it is only showed in a single frame, the tracking tool can still be able to capture it with information of demographic, geographic and time-of-day stats. The marketers can use the raw data and correspond it with their own internal metrics.
TRACKING THE AUDIENCE
Another major feature of the marketing tracking tool is getting to know the brand’s audience. Engagement is an essential factor in order to effectively aim a brand’s ad campaign to the right target market. iQ Media’s tracking tool documents audience behaviors to log how viewers react to the marketer’s chosen tv spot.
Since the information is tracked in real time, data analysts can record insights right as it airs. This makes it easier for the company’s marketing team to correlate on-air data to online sales and social engagement.
TRACKING THE COMPETITION
John Derham, iQ Media’s chief technology officer, says that the people they work with “know where their own ads are, since they’re buying them.” However, another major factor to put in mind is where the brand’s competitors are putting their own ads in order to come up with the most effective strategy.
Competitors can be a company’s bestfriend. Knowing a competitor’s marketing strategy gives a window to marketers to see and analyze how their adversaries in the same market are strategizing. With that, marketers can pivot their own marketing strategy accordingly.
iQ Media’s tracking tool gives real-time visibility to competitors’ whereabouts. Among the businesses who will be using the new platform are Domino’s Pizza, Sonic Drive-In, Energizer, the NHL and Red Bull.
DONALD TRUMP’S LOCAL AD BUYS VERSUS HILLARY CLINTON’S NATIONAL BUYS
Insights of the tracking tool reveal Donald Trump’s effective strategy as compared to Hillary Clinton’s. Clinton’s advertising campaign favored national buys instead of aiming specific designated market areas. Derham says Clinton spent “most of her campaign money at the national level and the national cable stations.”
On the other hand, Trump did the opposite in terms of his marketing strategy. He targeted specific markets that are mostly swing states like Florida, Ohio, Pennsylvania, Wisconsin and North Carolina. He won in all of those states.
Derham added that Trump dominated earned media which made the candidate, now President-elect, “accessible.”
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