TVision and Gemius bring multiplatform measurement of television,
New York, Oct 04, 2021 (GLOBE NEWSWIRE) – TVision, the TV measurement company, and Gemius, an international research and technology company providing media measurement for digital and traditional marketing, today announced a new partnership that offers the first of its kind, a single, transparent source for measuring video advertising on television, mobile and digital.
The rapid emergence of CTV and the distribution of quality video content through digital channels has blurred the lines between digital advertising and television advertising. Increasingly, viewers are consuming video content on multiple devices. The challenge for brands is to align campaigns across all of these platforms to avoid wear and frequency overload. Advertisers need a unified and transparent measure of advertising impact across all of these screens.
“Multi-screen panels will be an essential part of understanding a holistic, consumer-centric view of engagement across traditional TV, streaming and digital. We look forward to incorporating the lessons of the TVision and Gemius panel testing as we continue to create world-class multi-display measurement solutions, ”said Josh Chasin, Director of Measurability at VideoAmp.
The joint solution of TVision and Gemius will accurately measure video ads across all platforms. The solution uses a single-source demographically representative panel to combine the person-level detection of TVision’s linear and CTV commercials and programming with Gemius’s smartphone detection of mobile, PC and secondary TV viewing behavior. Gemius and TVision both provide unlabeled ad detection, enabling transparent measurement of all ads, including ads served in walled gardens.
This one-of-a-kind panel will be an important step for the industry to meet the guidelines promoted by the ICMM as well as the WFA’s framework for cross-media measurement. The partnership offers advertisers:
- Non-Duplicate Cross-Platform Reach and Frequency – This information will help marketers ensure that their audiences are not over-targeted with the same ads across multiple platforms, reducing ad waste and enabling value for money.
- Apple to Apple Performance Analysis for Walled Gardens including YouTube, Facebook, Amazon, Hulu and more – When advertisers and platforms can measure campaign performance across apps and devices, they can more effectively assess media and optimize inventory.
- Patterns of Consumer Behavior Across Demographics, Devices, and Time Slots – Understanding viewer behavior and how it differs for each demographic group based on device and time of day enables advertisers to better target audiences with appropriate content.
“The more fragmented and compartmentalized the digital television and video landscape, the more difficult it will be to capture,” said Marta Sulkiewicz, Chief Growth Officer at Gemius.
“Our partnership with TVision solves this challenge, combining the power of both technologies, equipping the data industry to support transparent and holistic measurements on displays and devices – and most importantly in walled gardens.”
Yan Liu, CEO of TVision, explains, “We are delighted to partner with Gemius to provide the insights the industry needs to create, measure and optimize effective cross-platform campaigns. “
Gemius is a research and technology company providing solutions for digital and traditional marketing activities: content and ad audience ratings, web analytics, campaign measurement and ad serving. The company offers comprehensive cross-media and cross-silo measurement solutions for marketers, media agencies and media owners. Gemius has been in the market since 1999 and covers nearly 40 markets in the EMEA region. She is a member of IAB Europe and I-COM Global. The research carried out by the company is carried out in accordance with the principles of the ICC / ESOMAR international code.
TVision provides person-level data, second by second, about how people watch TV – who watches, what they watch and the attention they pay to linear and streaming TV. Advertisers, agencies, networks, streaming content providers, measurement companies and data platforms use TVision data to make more informed media decisions, measure performance, produce content that engages audiences and compare their results to those of their competitors. TVision is headquartered in New York with offices in Boston and Tokyo.