New York – October 17, 2018 – clypd, the leading audience-based sales platform for television advertising, today announced the integration of TVision attention data into its TV schedule optimization platform. The integration allows users to create TV campaigns with better attention and improved effectiveness, without needing to increase overall media budgets. TVision measures eyes-on-screen attention to every second of programming and advertising on television, resulting in person-level second-by-second attention measurement. The two companies also released a study titled “Beyond Impressions: Using Data to Improve Advertising Effectiveness,” to demonstrate how attention can be incorporated into TV campaigns.
“If viewers pay attention to commercials, they are more likely to be influenced by advertising messages and ultimately act,” said Tim Hanlon, Founder and CEO of The Vertere Group. “This integration of TVision attention data into clypd’s planning tools is a necessary step in enabling TV advertisers to reach eyeballs and avoid serving ads to an empty room.”
“Television advertising still remains among the most effective marketing channels,” said Pete Doe, Chief Research Officer at clypd. “What is critical is for the TV industry to demonstrate and improve advertising effectiveness. Optimizing campaigns for attention is an important element of that. By teaming up with TVision, we were able to create a case study that combines clypd’s optimization capability with TVision’s attention work.”
Traditionally, media has been planned on reach and frequency, but technological advancements now allow advertisers to measure and act on behavioral factors like attention. TVision attention scores can be employed seamlessly in the clypd platform, enabling the creation of campaign plans that yield more attentive viewers within the framework of existing campaign goals. Advertisers benefit from increased effectiveness and media owners gain a better understanding of the value of their inventory.
“TVision has data on what viewers truly paid attention to on TV across every single ad airing in the past three years. This historical data enables us to track trends over time and identify areas that are likely to generate high attention, yielding value to advertisers and networks, ” said Dan Schiffman, Chief Revenue Officer and Co-Founder of TVision Insights. “We know that high attention leads to business outcomes, whether that’s brand awareness, store visits, or sales. The next step is to make attention data transactional. By utilizing data showing what viewers pay attention to in clypd’s platform, marketers can optimize plans for real eyeballs, increase campaign attention and drive results.”
To download a copy of the case study, please go here.