PRISM : Real-Time Analytics & Reporting Tool
The Internet era has had disruptive as well as
fundamental changes in TV advertisement. Earlier the effective TV reach was
limited to measuring TRPs and G Rps, which is now translated into digital footprints
and can be measured & thoroughly analysed. As per various reports, an
estimated 87% of users nowadays are simultaneously busy on a second screen
while watching TV. These reports highlight the fact, TV watching is in
transition form an active to passive activity, with the rise of simultaneous
device usage making media fragmentation a stark reality for advertisers &
marketers to take a note of.
This media fragmentation has made marketers realise
the importance of attribution model
led approach for better understanding & reworking TV strategies. Once the
real time impact is analysed, further course correction
ensures higher impressions, leads & conversions. Prism by SilverPush is
industry’s best reporting & analytics tool, serving over 1000 clients, in 6 countries. Prism is
propelled by proprietary algorithms to track ads in real time across more than
200 channels, and then map their digital KPIs simultaneously. Granular level
data gathered by Prism lets the marketers plan & buy TV media by providing
most effective time slots &channels, which yield the maximum results. The
data provides marketers performance details in terms of daily surge timings,
most effective day’s week wise, demographic break downs & other such
important filters to thoroughly analyse the digital impact.
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| PRISM By Silverpush |
Once such robust data is available, the resultant TV
ad planning & buying leads to guaranteed higher online visits, installs,
leads, sign ups, sales, search & social media traction. Prism also helps
understand brands to counter their competition by tracking their ads &
analyse the same to provide better understanding of the bigger picture &
crucial actionable insights.
These performance parameters can be customised as
per requirement, all of which are available in a single dashboard to easily
understand the results. Along with TV ads, Prism also uses public & private
sets of data to analyse digital activity to help brands plan & buy TV ads
from the different required platforms. Prism has emerged as the go to reporting & analytics tool for advertisers
aiming to make the most of cross-screen marketing.
To summarize, attribution models are going to redefine TV advertisement, for it to remain effective
& engaging with viewers, and be the preferred medium of mass advertisement
for brands to rely on.
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