Verizon Media Launches TV Tune-In Attribution to Connect Digital Ads & TV Viewing
01 July 2020 - 12:00AM
Verizon Media today introduced its new TV tune-in attribution
product that allows broadcasters, networks and media companies to
quantify the impact of digital ad campaigns on consumers tuning
into TV shows. This is the first time Verizon Media DSP users can
attribute TV show tune-ins to ads served on any channel, including
mobile, CTV, video, desktop, native, and beyond. Verizon Media is
launching the offering with Inscape, a wholly-owned subsidiary of
VIZIO1, for automatic content recognition (ACR) TV viewing data,
with additional partnerships forthcoming.
“We are continuing to close the attribution gap
across devices, channels and screens,” said Iván Markman, Chief
Business Officer, Verizon Media. “Our TV tune-in product helps
advertisers better understand their customers, connecting the dots
between ad-viewing on a smartphone, for example, with TV-viewing.
That feedback loop drives better performance and outcomes, while
providing insights into critical performance indicators like
tune-in conversions.”
Verizon Media’s TV tune-in attribution correlates
ad exposure and engagement across devices and screens to a user
tuning into a program on their TV. The product works by matching ad
behavior with near-real time ACR data from more than 15 million
smart TVs. ACR data is opted-in by the consumer, capturing viewing
preferences in an anonymized way, while allowing TV and
entertainment advertisers to perform closed-loop attribution of
users that saw an ad then tuned in to the show.
“As the way we watch TV has changed, so has the
marketer’s approach to measuring it,” said Markman. “Advertisers
want to measure the impact of their media directly with more
granular data. With our TV tune-in attribution, we are helping them
better personalize and optimize marketing campaigns, understand ad
exposures across key platforms, and maximize business
outcomes.”
Discovery is one of the first brands to use Verizon
Media’s TV tune-in attribution product at launch, helping them
identify the effects of non-TV inventory on TV-viewing and ensuring
greater harmony across campaigns.
“Verizon Media’s TV tune-in product represents a
critical advancement of platforms converging with highly relevant
real-time data,” said Seth Goren, Group SVP, Media Strategy and
Analytics at Discovery. “These kinds of infrastructure enhancements
enable a whole new spectrum of thinking to drive optimization and
ultimately improve a range of tune-in outcomes that matter deeply
to our business.”
Powered by qualified, unique and diverse data,
Verizon Media’s omnichannel DSP delivers exclusive and unique
access to premium mobile, video, desktop, native, CTV, addressable
TV, audio, and DOOH inventory.
About Verizon MediaVerizon Media,
a division of Verizon Communications, Inc., houses a trusted media
ecosystem of premium brands like Yahoo, TechCrunch and HuffPost to
help people stay informed and entertained, communicate and
transact, while creating new ways for advertisers and media
partners to connect. From XR experiences to advertising and content
technology, Verizon Media is an incubator of innovation and is
revolutionizing the next generation of content creation in a 5G
world.
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1 VIZIO accounts for nearly 20% of all smart TVs in
the US, making Inscape the largest single source of licensed smart
TV viewing data available in the country.
Media contacts:Christina
MacDonaldChristina.MacDonald@verizonmedia.com
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