While a startup like AdQuick is trying to bring the ecosystem of out-of-home advertising into the digital age, established media measurement firms are still wrangling one of the oldest media ad channels: broadcast and cable TV.
This week, the six-year-old iQ Media announced the launch of a new TV search platform that automatically finds still or moving imagery of brands’ logos — or those of competitors. On a 24 x 7 basis, it tracks 210 DMAs (Designated Market Areas) and 1300 channels on U.S. TV, looking for any of 3500 logos in its database.
Co-founder and head of innovation John Derham told me that, “to our knowledge, this is the only [platform] that can find images in paid and earned media [on TV] via software.”
This logo placement data is used to score ad and PR campaign performances, including sponsorships. All of the channels are recorded, adding to the company’s storage of six years of TV programming. While the platform focuses on broadcast and cable TV, Derham said it also has the ability to track over-the-top (OTT) TV.
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