Hallmark Media has struck a partnership with iSpot to provide independent measurement of advertising campaigns across the company’s linear television, streaming and FAST platforms.
The agreement will give Hallmark advertisers access to cross-platform audience measurement and attribution tools intended to connect advertising exposure with consumer actions, including website visits, app installations, store visits and purchases.
Hallmark will use iSpot’s Unified Measurement and Outcomes at Scale products to measure incremental reach beyond linear television and provide a deduplicated view of campaign audiences across linear, streaming and FAST environments.
The partnership also gives Hallmark closed-loop attribution capabilities designed to measure how advertising exposure translates into consumer behavior rather than relying solely on traditional audience and exposure metrics.
“Having iSpot as a measurement provider will help us prove out this unique value to brands and advertisers in a real meaningful way,” Casey Gould, the Senior Vice President of Ad Sales and Advanced Advertising at Hallmark Media, said in a press release on Thursday.
The agreement follows iSpot’s recent re-certification by the U.S. Joint Industry Committee, which evaluates alternative television audience measurement providers for use by advertisers, agencies and media companies.
Hallmark is the latest television programmer to expand its use of independent measurement as advertisers increasingly seek unified data covering audiences across traditional television and streaming platforms.
