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Jeanne Yeh

clypd to Optimize TV Campaigns for Viewer Attention using TVision Data

By | clypd | No Comments

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.

clypd Collaborates with Industry Consortium ATSG to Define Standards for Advanced Audience Targeting in TV; Nielsen Among First to Adopt

By | clypd, clypd in the News | No Comments

The Advanced Targets Standards Group (ATSG), whose members include Disney|ABC and ESPN, AMC Networks, A+E, CBS, CIMM, and Discovery, announced significant progress in bringing advanced audiences to the TV advertising marketplace

New York, NY – September 13, 2018 – The Advanced Target Standards Group, a consortium of leading network TV programmers, along with CIMM’s Advanced TV Committee, today announced that the Calculation Principles for Advanced Targets, published last year, will be implemented in Nielsen’s Advance Audience Posting API.

“We know that the currency is evolving and Nielsen will remain at the center of providing the industry with the metrics needed to transact,” said Kelly Abcarian, SVP of Product Leadership, Nielsen. “The ATSG Calculation Principles are a great first step towards bringing consensus to advanced audience measurement and we are pleased to be among the first to implement these standards. We are committed to bringing independence and consistency to this space, and as a result, we are innovating to ensure advanced audiences can be monetized in a seamless way.”

Keith Kazerman, SVP Client Solutions of Discovery Networks commented, “We’ve been using these calculation methods in our Discovery Engage advanced audience deals for over 18 months. Because of the ATSG’s work on standards, we and our clients are confident that our advanced audience deals are being measured accurately and consistently.”

“Getting the numbers right is critical, but with the proliferation of measurement and data in the market, accuracy and transparency are not always guaranteed. The ATSG Calculation Principles reflect broad industry consensus about how advanced audiences should be counted in linear TV” said Pete Doe, Chief Research Officer at clypd. “Additionally, they are open source, as we all agreed that was crucial for the development of the industry. We’re excited that Nielsen has chosen to implement them.”

The ATSG has also released new resource materials on the ATSG website, including:

  • First-Party Advanced Audience Data: Considerations and Guidelines

This document lays out the key issues that need to be addressed with the use of first-party data, such as target size, utility, completeness and consistency, and the fidelity of the data when matched to relevant audience measurement data.

ATSG member David Ernst of A+E Networks commented, “We are seeing more and more interest from advertisers and agencies wanting to incorporate their own data into their national TV advertising. The opportunities here are great, but there are also challenges with first-party data that need to be considered. This new ATSG document provides a comprehensive but readable overview of key considerations and guidelines for anyone working in this space.”

  • ROI/Effectiveness POV

The use of advanced audiences in national TV campaigns has coincided with a focus on effectiveness. The ATSG has published a point of view on effectiveness measurement for TV.

“Any measurement that improves our understanding of how TV advertising delivers on advertiser objectives is welcome,” said Tom Ziangas of AMC Networks. “For television, that has to include a clear view of the advertising objectives and the metrics that are being used to measure campaign success. TV works at all levels of the effectiveness funnel and any effectiveness measurement needs to reflect that. It takes a first impression to get a last click.”

  • Data Labeling

The ATSG has created a data labeling framework for TV measurement data, to help guide data users through the increasingly crowded TV measurement data environment that includes Panel, STB, OTT and ACR data sets. This data labeling operates at two levels – a top-line description of the basic attributes such as sample size, coverage and projectibility, and a more detailed assessment that covers areas such as reported metrics, data granularity, and reporting frequency and latency.

ATSG member Jonathan Steuer, Chief Research Officer at Omnicom Media Group, first suggested the data labeling concept that has now been embraced across the industry. Steuer said of the initiative, “The ATSG focus on TV data sets for these labels complements other initiatives in play in the digital space and provides a useful set of considerations for anyone deciding which data set can best inform better TV advertising outcomes for their clients.”

In other news, the ATSG announced that Howard Shimmel, President, Janus Strategy & Insights, LLC and former Turner and Nielsen executive, has joined the group in an advisory capacity.

Shimmel stated, “I’m extremely happy to be advising ATSG. Their efforts will be instrumental in helping the industry to transition to audience buying and selling, and maximizing the benefits that sellers and buyers gain.”

The Amazing Race of Forecast Models

By | clypd Blog | One Comment

Deal or No Deal

To plan for a TV advertising campaign, it is important to have a good understanding of the trend in TV audiences: who will be watching what, when, and using what screen. An accurate and reliable forecast is an integral component of clypd’s advanced targeting platform. For this reason, the Data Science team at clypd is always looking for ways to improve our forecast models to be more useful, accurate and reliable.

In the last decade or so, through the help of more data and better technology, lots of new algorithms have been developed. My previous blog post talks about the benefits of using both statistics and machine learning models. Recently, the data science team held an internal competition to examine how various models pair up against each other. This post provides some details of the competition. Read More

New Report: Unlocking the Data Behind Targeted Linear TV

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Linear TV remains the primary way of reaching mass audiences effectively. According to Nielsen, in Q1 2017, Americans spent over 11 hours per day interacting with electronic media (including TV, radio and digital). The single largest piece of that was linear TV, accounting for nearly five hours.

So, if you’re a beer brand, why advertise to Men 21-34 when you can advertise to all beer drinkers 21+? Making TV advertising better using data is to everyone’s advantage: advertisers get a better return, media owners use their inventory more efficiently, and viewers get more relevant ads.

Read More

Using Algorithms to Improve TV Audience Forecasting

By | clypd Blog, Research | No Comments

This is the first of a series of blogs around building time-series forecasting models. At clypd, we use forecasting models to help media owners and buyers forecast future TV audiences. A successful forecasting model depends on many factors. In this blog, we focus on algorithms, and how we tap into both modern Machine Learning (ML) models and classical statistics models to take advantage of what both offer.

The advancement of Machine Learning and Artificial Intelligence has been creating amazing stories everyday, from the AI assistant and self-driving vehicles to computer programs beating professional Go players. At clypd, we also have lots of success stories of using ML models. With the benefits of better accuracy and better automation, these ML models are an integral part of our forecasting models. At the same time, we also continue to find great value in “conventional” statistics models. So, instead of pitching Data Scientist vs. Statistician, let us look at ML models vs. statistical models, and how we can leverage both types of approaches in building a TV audience forecasting model.

Read More

eMarketer Interviews clypd CEO Joshua Summers

By | clypd in the News | No Comments

eMarketer recently released a new report on “The Opportunity for OTT Advertising and Programmatic Connected TV.” In the report, eMarketer analyst Lauren Fisher discusses the future of programmatic connected TV and OTT advertising, including the main sources of inventory and the primary factors affecting growth. clypd CEO Joshua Summers is quoted in the report discussing the reasons for the growth as well as clypd’s involvement in the Advanced Target Standards Group (ATSG). eMarketer subscribers can read the full report here.

In addition, eMarketer also published the full interview between Joshua and Lauren. In the interview, Joshua discusses the progress made in advanced targeting and digital data sets in linear TV. eMarketer subscribers can read the full interview here.

Standards Group Led by clypd Shares Industry Progress for Advanced Target Transactions

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Recommendations Expand on Recently Published Guidelines

New York, NY, September 7, 2017 – The Advanced Target Standards Group (ATSG), a consortium of leading network TV programmers, along with CIMM’s Advanced TV Committee, working with clypd, today released an update on the achievements of the group since its inception one year ago.

“We set this group up as it was clear that for advanced audiences to be transacted in linear TV, some common standards and frameworks were essential” said Pete Doe, Chief Research Officer of clypd. “Since our first meeting in August 2016, the ATSG has grown from seven to twelve media owners, plus agency representation from CIMM’s Advanced TV Committee. We’re delighted with the momentum that this group has in building consensus around bringing advanced audiences to linear TV.”

Group participants include Disney|ABC, A+E, AMC Networks, Discovery Communications, Fox Networks Group, GSN, Scripps, The Weather Channel, 20th Television and CIMM, among others. Read More

Back to School, Back to D.A.R.E.

By | clypd Blog, Throwback Thursdays | No Comments

It’s the end of August, which means that kids all over the country are soaking in the last of the summer sunshine and gearing up for school starting up again. If you grew up in the ’80s and ’90s, an important part of the school year was Drug Abuse Resistance Education – also known as D.A.R.E.

D.A.R.E. began as a small program in Los Angeles in the early ’80s, but grew to a major, national campaign in schools. At it’s peak, D.A.R.E. was implemented in 75% of American schools. Read More

Mastering French Food in Julia Child’s Studio Kitchen

By | clypd Blog, Throwback Thursdays | No Comments

August 15th would be TV chef and author Julia Child’s 105th birthday. Her presence on TV and her love of teaching and educating the American public about quality food helped inspire generations of cooks – professional and home alike. “The French Chef” also showed TV producers and executives that there was a strong appetite for cooking shows on television, one which has continued unabated since.

Julia’s story began in 1948 – after moving to France with her husband Paul Child, Julia fell in love with French cuisine. Julia attended the Cordon Bleu cooking school, and soon after formed a cooking school with fellow classmates. The trio also worked on a two-volume cookbook, adapting French cuisine for a mainstream American audience. In 1961, “Mastering the Art of French Cooking” was released, and has since become a standard cookbook to find in home kitchens everywhere. Read More

French’s Mustard: A Spicy National Habit

By | clypd Blog, Throwback Thursdays | No Comments

Now that we’re in the heat of the summer, I’m sure we’ve all attended plenty of cookouts and consumed our fair share of hot dogs with mustard (and ketchup). The folks over at McCormick & Co. must’ve had summer cookouts on their mind when they announced that they were acquiring the iconic French’s mustard couple weeks ago. McCormick bought French’s and other products from Reckitt Benckiser, including Frank’s RedHot and Cattlemen’s BBQ sauces, reportedly for the hefty sum of $4.2 billion. Read More