Australian-based TV data and effectiveness business Adgile Media has entered into a partnership with GroupM Australia, that will enable all of their agencies and clients to access to Adgile’s real time measurement capabilities - bringing TV closer to advertisers, with unique visibility and control.

The company offers a "world-first capability", enabling marketers to respond to actual behaviours and actions made because of exposure to TV advertising – in real-time.

The tech platform creates actionable, structured data from its proprietary visual recognition technology, and delivered through its real-time Analytics, Attribution and Activation platforms.  

The partnership model will offer GroupM agencies Mindshare, MediaCom, Wavemaker and Essence in Australia, the capability to identify TV advertising, sponsorship and in-programme brand content in real time, delivering immediate share of voice, competitor understanding, and planning and buying performance insights at the touch of a button.

GroupM Chief Investment Officer Nicola Lewis, said: “TV is one of the most effective media channels for advertisers. It works, and it works well. Innovations like Adgile’s platform that augments existing industry measurement, only serves to strengthen the TV advertising ecosystem, which is exactly what we need in Australia.”

Craig Service, Adgile Media’s Chief Revenue Officer added, “Adgile believes in the power of combinations and collaboration in driving a faster, more responsive and more effective TV ecosystem. TV measurement methods simply haven’t been updated to offer advertisers the same speed, accessibility, accuracy and transparency they enjoy on digital. Our unique data sets are universal, independent and trusted, making our business a natural partner to fuel a smarter industry.