While Hulu AdZone has become the go-to Super Bowl commercial hub for consumers in 2014, brands, agencies and TV networks might be more interested in iSpot.tv.
The self-described “only real-time TV advertising intelligence platform that enables users to find, track and share TV ads,” iSpot.tv uses proprietary fingerprinting and tagging technologies to correlate digital activity with the airing of national TV commercials. Tracking commercials, movie trailers and show promotions, the service monitors the top 77 TV networks to correlate the airing of these ads with buzz, search, viewing and other social actions generated across Facebook, Twitter, YouTube, Google, Bing! and Yahoo!
It’s all designed to help media buyers better target their wares by analyzing where, when and how individual campaigns are generating a response online. To show off what it is capable of, iSpot.tv has created a Super Bowl Ad Center for 2014, hawking its wares around the largest forum for ad-spending imaginable. Here, viewers can, naturally, watch all the commercials from the big game (19 of which, at the time of this writing, are already available online), but also get a taste of the company’s compelling data offerings for each one.
For instance, the current No. 1 ad in terms of online viewership, according to iSpot.tv, is Budweiser’s “Puppy Love,” with more than 15 million views. Additionally, the spot has generated nearly 450,000 “Social Actions” which, by some unclear calculation, generates a “SpotShare” score of 40.61%.
The most exciting statistic provided may be “Est. TV Spend,” which currently is at $0 for all 19 ads listed. Of course, this figure will rise significantly once Super Bowl XLVIII actually broadcasts, but until then it’s an eye-catching reminder of the power of viral spots to generate millions of views before a single penny has been spent on-air.
Clicking on an ad in iSpot’s Super Bowl Data Center brings up additional interesting details. Ads are categorized by “Mood” (ScarJo SodaStream spot = “Sexy”) and are accompanied by such info as the actors and types of animals involved (they’re all just talent, right?), as well as precise air times come Sunday’s telecast, and even a link to the song that provides the given ad’s soundtrack, available through Spotify. These elements are all ostensibly data points iSpot can mine for a potential customer in its quest to provide ever-more sophisticated correlations between a commercial’s call and the response of the digital realm.
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