Beyond Impressions: Using Data to Improve Advertising Effectiveness
In the last few years, TV advertising has moved beyond deals based on age and gender targets to more advanced targeting. These advanced targets reflect peoples’ behavior, attitudes and intentions, and use data from first party and third party sources to better meet advertisers’ objectives.
Viewer attention is another factor that has gained significant attraction, with TVision Insights at the forefront. 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.
In this report, clypd and TVision partner up to dive into how viewer attention can influence schedule mixes, by incorporating TVision’s proprietary attention-based metrics into clypd’s schedule optimization platform.