Let’s say you’re watching “This Is Us” through NBC Now, the OTT outlet for the network, on your connected TV through a streaming TV Roku box.
An ad comes on for red sneakers. You’re inspired, and go out the next day and buy a pair at the local mall.
This week, OTT audience measurement firm Tru Optik announced a partnership with global research agency Kantar Millward Brown that allows an advertiser to track your offline purchase to the serving of that ad on your connected TV.
Tru Optik Chief Strategist David Wiesenfeld told me this is the first such ad-to-offline-purchase attribution system for OTT television. He noted that Tru Optik has had the ability to track purchases through online retailers.
He also said that, to his knowledge, this provides a level of offline purchase attribution that is not possible when the same ad is seen on cable or on-air TV.
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.