i.Predictus launches FIND ROI program to assert programmatic TV leadership

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Jun 25, 2014, 02:32 ET

PARSIPPANY, N.J., June 25, 2014 /PRNewswire/ -- i.Predictus announced the launch of its FIND ROI Program – a program designed to assist brands and agencies in understanding the immediate benefits of programmatic television at zero cost.

FIND ROI is a zero-cost program offered by i.Predictus to television advertisers. (PRNewsFoto/i.Predictus)

The $75 billion television advertising industry is three times larger than the highly-automated digital advertising industry. Currently, only a small percentage of television time is purchased programmatically. Most large media-buying agencies predict that in 2015 more than 10% of all television media will be purchased using tools that inject automation into the process.

Recognizing that many large television advertisers are confused by the frenzy of activity around automation in the conventional television market, i.Predictus resolved to offer a no-risk solution to prospective licensees who have yet to experience the benefits of a demand-side television platform. Designed for brand advertisers who spend more than $10 million in television media and up to half a billion, annually, and who have at least one measurable consumer touch-point, the FIND ROI program sets a new standard for the industry by recognizing that adoption of new technology requires a very specific demonstration of potential benefits.

As more and more brands have turned to data-driven solutions for buying television advertising, i.Predictus' management recognized a fundamental flaw in the typical software evaluation process. The company noted that new technology providers often over-promise during a sales presentation and then under-deliver once a brand marketer signs on the dotted line. FIND ROI was developed to transfer adoption risk away from the licensee. It offers a risk-free demonstration of the platform's full potential that goes far beyond the usual free-trial offer. FIND ROI is unique because it starts the engagement process with a full team-supported proof-of-concept analysis.

"It is time for demand-side media platforms to prove their worth in the real-world," said Founder & CEO Monica C. Smith said. "That means going beyond a free software trial. We decided to create our FIND ROI program as team-supported engagement without requiring potential licensees to lift a finger. The result is a very specific television effectiveness analysis with thousands of dollars in potential savings."

i.Predictus is a premium demand-side television platform that quickly identifies specific paths to improving ROI, supplanting a process that takes days to complete by hand. Smith believes her zero-cost FIND ROI method will speed the industry's acceptance of programmatic television.

"The old way of doing business is under attack,'' Smith claimed. "Traditional media-buying practices are rooted in building relationships, rather than data, and involve far too much person-to-person negotiation. Many TV buyers still buy on impressions and rating points. We are taking the process to another level by using data related to customer actions and managing customer profiles that more accurately predict future behavior. By doing this, we also can accurately predict what specific airings will be the most effective in generating immediate revenue."

The company is passionate about providing the best-in-class method for television advertisers to evaluate a demand-side media platform that is fully compatible with present-day practices without financial risk. FIND ROI is the first zero-cost program to encourage large television advertisers to adopt media management techniques that are fully compatible with present-day practices. It demonstrates that customer-based data, processed in near real-time, is the key to unlocking improved return on investment.

About i.Predictus
i.Predictus was founded in 2011 by a group of strategic marketers obsessed with creating an automated process of improving media efficiency for large television advertisers. Realizing that the data needed for automation was scattered across multiple media channels and sometimes trapped in decentralized databases and spreadsheets, the company's founders resolved to create a best-of-breed data-convergence infrastructure from the ground up. Without clean data, they realized, any decision-based automation was impossible.

The first version of i.Predictus, launched in 2012, used the company's patent-pending process of scoring historic airing performance based on 117 data points to project future media performance. The end goal was to support a process of constantly improving the return-on-investment generated from large direct-response television campaigns. i.Predictus has since been engineered to address multiple television formats, including brand television, short-form and long-form advertising, as well as both linear and on-demand broadcast television.

As a leading demand-side platform, i.Predictus is a prime example of how programmatic television methods can combine data convergence strategies with algorithmic decision making.

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SOURCE i.Predictus