Press release

605 Partners with Research Measurement Technologies to Measure Contextual Impact of TV

Sponsored by Businesswire

605, an independent data analytics company that measures the impact of
TV advertising on consumer behavior, today announced a strategic
relationship with Research Measurement Technologies (RMT), a provider of
audience engagement and targeting solutions designed to measure the
contextual impact of TV advertising, optimize audience targeting and
improve advertising ROI.

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605 will combine its analytics solutions and measurement footprint,
which includes more than 20 million households across the 210 designated
market areas (DMAs) in the United States, with RMT’s context-based
psychographic data, or DriverTag™ technology, to measure the contextual
impact that each/every ad placement has on brand and sales outcomes.
These insights can optimize various elements of a campaign – including
creative, ad placements, ad sequencing and frequency – to provide
advertiser and programmer clients with optimized creative selections,
context effects, targeting, sequencing and other significant media
variables that promote both brand lift and a higher return on investment.

“We had the opportunity to work with RMT in applying DriverTag™ ad
resonance scores to measure the impact that context has on both brand
and sales lift,” said Ben Tatta, Co-Founder and President of 605. “Brand
resonance scores vary by program, and it was fascinating to see which
programs resonated most and performed best with target audiences.
Without question, context plays an important role in driving business
results. We look forward to continuing our work with RMT to put these
insights into action for our clients.”

The strategic relationship between 605 and RMT builds on a successful
joint study for a major consumer packaged goods advertiser. The study
yielded several interesting findings:

  • Context plays a vital role in the performance and ROI of TV advertising
  • Contextual impact varies greatly based on the specific brand/creative
    and program/placements

    • Ad placements with the best contextual fit performed best across
      the board

      • (purchase intent lift of 37% when DriverTagTM
        Resonance score between ad and program is over 15%)
  • Programs with the strongest contextual fit amplify the impact on brand
    and sales – and require less frequency than ad placements with average
  • Among low exposure group, unaided awareness lift was 8% – except when
    consumers had one or more exposures in a program with a 30%+ Resonance
    score, where unaided awareness lift averaged +62%
  • Highest reach/highest Resonance scoring programs were CBS’s “Big Bang
    Theory” and “Man with A Plan”

605’s Gaurav Shirole, Vice President of Product & Client Analytics, and
RMT’s Bill Harvey, Chairman and Chief Research Officer, will head up the
team providing DriverTag™ solutions and ongoing support to 605 clients.

“RMT is grateful for the opportunity to work closely with 605,” said
Bill McKenna, Chief Executive Officer of RMT. “Based on my years of
hands-on experience with the design and operation of audited U.S. and
global television measurement systems, including cross platform, 605 is
unmatched in its ability to provide accurate and reliable ad campaign
brand effectiveness measurements at scale. For the very first time,
advertisers with low- and high-incidence brands – as well as media
companies seeking timely tune-in campaign viewership effects – can
employ a reliable and cost-effective measurement service for TV campaign

About 605 Media

605 is an independent data analytics company that measures the impact of
TV advertising on consumer behavior. 605 offers a complete suite of
advanced, data-driven measurement and analytics solutions based upon one
of the industry’s largest matchable television viewing datasets,
generating insights that drive the most meaningful return on media
investments. Serving marketers, TV content providers, distributors and
multichannel video programming distributors, 605 manages a vast and
granular TV viewing data platform, which powers proprietary software
solutions for audience analytics; end-to-end solutions for campaign
planning and media optimization; and, comprehensive measurement and
attribution across the entire marketing funnel. 605 was created by Dolan
Family Ventures through its acquisition of Analytics Media Group in
2016. To learn more, visit our website at

About RMT

RMT was founded in 2014 by senior executives with established
credentials in media, entertainment, and advertising industry research
products and services. RMT Chairman Bill Harvey and CEO Bill McKenna,
RMT co-Founders, are proven industry innovators, pioneers in introducing
disruptive technologies including people meter TV measurements, scanner
shopper panels, set top box audience data, single source TV
audiences/purchase data, addressable commercials, audio ACR and cross
platform measurement systems.

RMT’s latest innovation, DriverTags™, an advanced psychographic
context-based audience targeting software product is built on the
scientific know-how, deep learning, empirical evidence and validation
experience of RMT’s founding executives. RMT is applying DriverTags™ to
products and services that empower advertisers, media agencies and
entertainment companies with validated technology-based solutions that
improve advertising campaign ROAS and ROI effectiveness.