TVision Premieres Person-Level Ad Measure

Attention measurement company TVision has launched a solution called Advanced Audience Projections (AAP), which allows clients to combine its person-level panel data with their own census data, to connect ad exposure on a TV to a specific person in a household.

TVision's opt-in panel uses privacy-focused hardware and software for passive monitoring of television viewing behavior and person-level measurement data, reported second-by-second; along with patented computer vision algorithms which passively measure 'eyes on screen', to understand engagement with video content. Last month, the company launched a CTV ad measurement platform, through which advertisers can measure and optimize campaigns across streaming applications without tags and track their competitors' campaigns.

The new AAP solution, which is already being used by Oracle Data Cloud, Xandr, VideoAmp and iSpot, can be used to tie person-level ad exposure to outcome data, while understanding unduplicated reach and frequency, as well as incremental reach for specific viewers. It meets MRC and WFA standards for comparative measurement across TV and digital; and can also be used to quantify the value of co-viewing in the room when the ad and content are aired. In addition, TVision viewing data and demographic propensity data can be combined, so that a model can be created to predict which viewer within a household is watching TV.

Yan Liu (pictured), CEO of TVision, comments: '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. 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'.

The firm, which has offices in New York, Boston and Tokyo, is online at www.tvisioninsights.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.