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clypd to Optimize TV Campaigns for Viewer Attention using TVision Data

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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

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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.”

I Want My MTV!

By | clypd, Throwback Thursdays | No Comments

Just after midnight on August 1, 1981, the brand new Music Television Network came on the air, with a bang. Its opening moments consisted of footage of a rocket launching and an announcer declaring “Ladies and Gentlemen, rock and roll!” A guitar riff played with an image of an American astronaut planting an MTV flag on the moon.

The video that followed was “Video Killed the Radio Star” by the English band the Buggles. About 80 videos comprised the first week’s schedule, which was almost the totality of music videos in existence at the time. It turns out that video did just the opposite of killing the radio star. Read More

clypd Hires Henry Rivero to Build Up clypd’s European Presence

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We’re excited to announce this morning that Henry Rivero, formerly of RTL Group has joined clypd as the General Manager of Europe.

Most recently, Rivero was Senior Executive, Digital Technology and Special Projects at RTL Group, which led clypd’s Series B round of funding. Rivero, drawing on his wealth of experience in the European TV and digital advertising technology markets will be tasked with building clypd’s European presence, understanding how the company can best bring value to each market, and developing key relationships with different players in the industry.

“For some time now, we have been eyeing the European broadcast markets as the next big milestone in the company’s growth plan. We have been waiting for the right opportunity and for the right leader to head up this considerable undertaking,” said Joshua Summers, co-founder and CEO at clypd. “Expanding our audience-based sales platform for TV advertising beyond the US is a strategic focus for us as our company continues to grow. Adding Henry to the team is a testament to our ability to attract top talent – we could not be more excited.”

“We are thrilled that Henry has joined the clypd team.” said Rhys Noelke, Senior Vice President, Strategy at RTL Group. “clypd has been actively engaged with RTL Group affiliates in Europe and we eagerly await clypd’s product launch in key European markets. RTL Group is committed to accelerate the company’s success.”

“As part of the team at RTL Group that led clypd’s Series B round of funding, I instantly recognized the value that the company was bringing to the TV advertising industry,” said Rivero. “The market opportunity is massive and I am convinced clypd is best-positioned to be the market leader when it comes to developing technology that supports audience-based sales for TV media owners. I’m looking forward to bringing clypd’s industry-leading expertise to the European television market.”

Read the full announcement here.

clypd Brings Optimize Private Marketplace to Linear TV

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This morning, we are excited to announce the release of Optimize Private Marketplace (PMP), a suite of sales tools for media companies engaged in yield optimization and advanced audience sales transactions.

Several leading media companies, including Discovery Communications, ESPN, and Fox Networks Group have been using the clypd platform to prepare for and engage with their brand and agency partners on new opportunities that leverage data and an increased level of workflow automation. This latest offering builds upon clypd’s existing linear TV private marketplace offering. Features include end-to-end deal lifecycle management, data onboarding, yield-optimized and audience-focused scheduling, and proposal generation.

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Enhancing TV Sales, One Daypart at a Time

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We all have certain activities we do in our daily and weekly lives that could stand for some enhancements.

Imagine if your hour-long grocery adventure each week could be completed in minutes. But will your cupboards be without the kids’ favorite snacks? Will paying for your purchase require a second job? Improvements are great, but you need to remain in charge and ensure that any incremental benefits are not wiped out by negatives. At clypd, we recognized that there is an opportunity to take this food shopping analogy to TV advertising.

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clypd Partners with SpotX to Create Ad Sales Platform for TV and Digital Video

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We are excited to announce that we have teamed up with SpotX to create the industry’s first advertising sales solution for the sale of traditional TV and digital video inventory.
The pairing of SpotX’s digital video platform and clypd’s linear TV platform will create ad sales solutions that empower media companies to holistically monetize audiences and video across all distribution points.

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The Future Of TV Advertising: What To Expect And What To Avoid

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Q: What are the challenges facing advertisers when it comes to planning a campaign on TV and other media so that it will target viewers who are actually potential customers?

A: Defining the potential customers is the first challenge – there are many ways of doing this. In some cases advertisers may have a very detailed segmentation that precisely describes customers across demographics, attitudes and behavior. This however may be difficult to use in a campaign since those precise descriptors may not follow through to the planning data. At the other end of the scale of course there are broad demographic targets that are easy to plan and activate, but these lack precision. However, with the increased availability of integrated databases matching consumer and media data, it is easier than it used to be to go beyond age and gender and create targets that deliver better value.

Read the full Q+A here.