Is Television Influencing Your Online Traffic?
As brands look to drive deeper relationships with their consumers they must first understand what compels consumers to interact with them.
iQ media, a media intelligence company, has unveiled a new tool that details unique insights into the performance of brands' paid, earned, shared and owned ad campaigns across television, online and social media.
The new tool, dubbed optiQ, sets itself apart from other analytic offerings by enabling brands to analyze the influence that seeing or hearing about a brand on television has. To do this, optiQ uses an image recognition feature, titled imagiQ, which alerts brands as to when their logos, or those of their competitors, appear on television. The feature then delivers deep insights into how consumers’ behavior toward the brand changed, detailing changes in website traffic, social media mentions, call center volume, stock data and more.
“We wanted to create something that transcended niche, boutique analytic dashboards and would allow marketing professionals to understand that the engagement and behavior of the audience is now shown to extend beyond the television, and what they see on TV largely drives that behavior,” said John Derham, CEO of iQ media.