TVision’s New CTV Ad Platform Enables First-in-Industry Tag-Free Ad Measurement Across All Streaming Apps

TVision Equips Marketers With the Measurement Data They Need to Optimize their Growing CTV Ad Budgets

TVision, the company measuring TV’s transformation, introduced its new CTV Ad measurement platform at the virtual ARF OTTxScience conference today. TVision’s Attention and Engagement measurement platform makes it possible for advertisers to measure and optimize campaign effectiveness across streaming applications without tags, allowing advertisers to measure their own campaigns and track competitors’ campaigns as well.

According to eMarketer, CTV ad spending will increase more than 25% in 2020, and with good reason. TVision’s data show that over the past year CTV penetration has increased significantly, and viewers are paying more Attention than they do to traditional linear content.

• Streaming adoption increased 11% among viewers 35-54 and more than 18% among viewers 55 and older from Q3 2019, to Q3 2020. 
• Viewers paid an average of 38% more Attention to OTT content than traditional linear content in Q3 2020. 
• More than 50% of time spent watching streaming TV is spent on ad-supported content.

All of these factors combine to make CTV advertising especially attractive to marketers looking to reach highly engaged and targeted audiences. But unique issues concerning reach, frequency, co-viewing, bingeing, multi-screen, fragmentation and targeting exist for CTV advertisers. 

“The market is increasingly interested in allocating budget to CTV advertising, but marketers are challenged with measuring the effectiveness of these ads,” explains Yan Liu, CEO of TVision. “New approaches to TV advertising require new approaches to measurement.”

“As advertisers, we are all excited about the opportunity for targeting and attentive reach that CTV advertising represents,” explains Jay Altschuler, a media executive with experience at major brands, including previously at Samsung, and a TVision advisor. “As we increase our investments in this area, we need to be able to understand how our campaigns are performing and how that performance compares to other brands’ campaigns. The current CTV ad measurement approach relies on tagging, is heavily siloed, and reporting is limited to individual brand performance. TVision’s CTV Ad platform allows marketers to evaluate campaign performance in its entirety.”

TVision’s CTV Ad platform empowers advertisers to more effectively allocate, plan and report on their streaming ad campaigns. Leading brand advertisers are already using the TVision CTV Ad platform to review and optimize their campaigns. TVision’s platform is:

• The only ad measurement platform that requires zero integration or ad tagging. TVision provides the industry’s solution for understanding relative performance of CTV inventory, across multiple applications. With TVision, advertisers understand their campaign performance beyond the siloed data reported by individual streaming applications.
• The first single-source, person-centric solution for streaming TV measurement across applications and platforms. With TVision, advertisers understand overall ad performance with individuals (not households) and at the content and daypart level,  in order to optimize for reach and frequency.
• The first solution for measuring competitive analysis. TVision allows brands to understand performance for the entire universe of streaming TV ads, providing insight into competitor campaigns and how brand’s are engaging viewers as compared to other advertisers. This data can be used to optimize campaign spending for the most effective reach.

To learn more about TVision’s CTV ad platform, tune into the ARF OTTxScience presentation on Thursday, October 28, 2020 at 1:05 ET for a presentation from TVision’s senior vice president of Products and Operations, Tristan Webster. 

Gain insight into streaming and linear TV show performance at TVision’s TV Attention Ranker.

About TVision 

TVision measures who watches TV and how much attention they pay at the person-level to linear and streaming video. Marketers at some of the world’s largest brands, and premiere Media Sellers and Data Partners leverage TVision’s metrics to make more effective media decisions. TVision is headquartered in New York City, with offices in Boston and Tokyo.