Lantern

Why is Lantern needed?

TV advertising’s effectiveness has been proven many times and in many ways over the years, both as a standalone medium and when used with other media. Data from Profit Ability 2 (2024), for example, shows that across a full 2-year payback period TV consistently delivers the biggest profit volume across all product categories.

What’s the benefit to advertisers and agencies of Lantern?

Lantern will yield invaluable new insights into how TV advertising works, for the duration of a campaign and for some time afterwards. Media planners, media buyers and marketers will be able to access never previously quantified data about what consumers do online as a direct result of seeing TV ads.

When will Lantern be available to agencies/advertisers?

Lantern is progressing through various stages of development. 2026 is a year of Beta testing and there are opportunities for advertisers and agencies to get involved (See how to get involved)

Where can I find out more?

If you’ve already scoured this website, you’re pretty well up to speed on Lantern. But if we’ve left you wanting more, please contact us.

What results can participating advertisers expect to see from the Beta?

The impact of TV on a rich set of brand outcomes — which can include search, app usage, purchase behaviour and social. Results cover near-term outcomes and learnings from past campaigns, plus web lift measurement. Results will come from the panel and tag methodologies.