Channel 4 partners with ViewersLogic to create TV attribution platform

In brief

4Sales has partnered with ViewersLogic to launch a “new industry standard” platform measuring a consumer’s journey to purchase after watching a TV ad.

Engaged TV viewers representative of the UK population are incentivised by a rewards programme to download ViewersLogic’s panel-based app, which will passively measure activity across linear TV, mobile, and tablets, as well as geographical location and offline purchases over time for the same individual.

The opt-in single-source data can show how a TV campaign impacts business metrics including sales, footfall, app downloads, account openings, and website visits.

The platform will allow brands to extend the attribution window to one week and beyond, rather than traditional five-minute TV attribution models, and also benchmark current campaign performance against previous campaigns.

The partnership covers Channel 4’s full linear channel portfolio and select UKTV and Discovery channels.