TVision’s Advanced Audience Projections Powers Person-Level Ad Measurement
NEW YORK, Nov. 16, 2020 /PRNewswire-PRWeb/ — TVision, the company measuring TV ad engagement, today announced its new offering: Advanced Audience Projections (AAP). Major TV measurement and advertising platform players, including Oracle Data Cloud, Xandr, VideoAmp and iSpot are already using the data to go beyond household data to person-level measurement.
Several converging factors are changing the way viewers watch and engage with TV ads. The TV industry is increasingly fragmented and viewers have more choices than ever. They choose when, where and how to watch TV. Census data from Smart TVs and other services only tells the story at the household level but advertisers are demanding more granularity. They are demanding person-level data that matches digital-style clarity. This is the objective of the MRC standards and the WFA’s global principles to break the deadlock on cross-media measurement in order to understand true reach and frequency. AAP solves this challenge. It empowers measurement companies to combine TVision’s person-level panel data with their own census data in order to project individual behavior across other similar homes.
“Households do not view ads. People view ads. But previously our industry has only been able to measure TV ad reach at the household level. AAP solves this problem,” explains Yan Liu, CEO of TVision. “The industry is now able to support various data applications such as TV attribution and reach and frequency optimization at the individual level, in a manner similar to digital.”
Many of the household TV data providers have already started to engage with TVision and the AAP solution. AAP is a flexible solution that allows each measurement partner to maximize the benefits of the combination of their own data and TVision’s unique person-level insights. The AAP data set can be used in the following ways:
- TV Attribution – Tie person-level ad exposure data to outcome data with significantly …