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New tech offers improved accuracy for TV ad analysis

28 Jul 2016  |  Newsline Staff 
New tech offers improved accuracy for TV ad analysis

An update to OneSoon's TV advertising analysis software is set to offer media agencies much higher accuracy levels, moving from minute-by-minute data to second-by-second.

A new version of the Adalyser tool, launched today, should improve accuracy by capturing 60 times more data points. The software can detect "subtle changes" in the volume of users interacting with an advertiser's website, meaning agencies and advertisers can more precisely attribute website visitors to specific TV adverts.

"We've worked closely with Adalyser during the development of version four and have found that the insight it delivers enables us to quickly identify inefficiencies and opportunities to act upon," said Matthew Pover, director of global strategy at The Specialist Works, who is rolling out the latest version of the software to clients including eHarmony, NSPCC and Photobox.

OneSoon said agencies and advertisers using Adalyser will benefit from being able to plan ahead, ensure the most effective creative campaign is delivered at the right time and so offer the best ROI in terms of website visits, enquiries and sales.

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