Introducing CTV Campaign Measurement
We're proud to introduce our latest product, TVision's CTV Campaign Measurement. Our solution cuts through walled gardens to deliver insights that help marketers and publishers gauge the performance of their CTV campaigns by comparing the quality and reach of CTV ad impressions across all apps.
What program or ad is playing on the TV
How that conent is getting to the TV
Which individuals
are in the room
If they're paying attention to the TV
"TVision is now an integral part of our measurement ecosystem."
Paolo Provinciali
Head of US Media
Anheuser-Busch
"Attention is informing buying decisions at brands and agencies, so it's powerful for our sales team to have this data to share."
JT Peace
Associate Director of Ad Sales
The Weather Channel
"I believe that TVision plays a huge role in the future of TV measurement - they understand if someone is present or paying attention and I think those are powerful metrics for marketers to have."
Joanne Leong
VP, Director, Global MediaPartnerships
Dentsu Aegis Network
“By calibrating our extrapolated household-level demographics to data from TVision’s panel we can provide person and demographic level data. Their co-viewing data is an important and necessary component to our solution and our support of NBC’s programming for The Olympics and the Super Bowl.”
Sean Miller
CEO
iSpot.TV
"TVision is at the forefront of bringing innovative technology to address this need and advance the very notion of audience measurement."
Jane Clarke
Managing Director and CEO
Coalition For Innovative Media Measurement (CIMM)
“TVision’s panel enables VideoAmp to enhance our dataset with information about the actual humans in front of the TV.”
Jonathan Steuer
EVP of TV Strategy & Currency
VideoAmp
"With TVision’s platform, we are able to identify how viewers are engaging with our premium programming and advertising."
Scott Collins
President of Advertising Sales
AMC Networks
“With TVision we can deliver the granular and actionable insights on audience attention and viewing patterns to complete the cross-platform picture our customers are asking for.”
VP of New Product Development, Moat
Oracle
“TVision fills a void that has existed and is becoming increasingly important to pay attention to, which is whether people are actually being affected by advertising, when they're paying attention.”
Adam Gerber
President of Global Media
Essence
“With TVision we are able to add a deeper layer of insights to our already robust measurement offering.”
Robert Bareuther
SVP Business Development
iSpot.TV
“With TVision, now brands have the ability to optimize television and make it as accountable as we do in digital.”
Jay Altschuler
VP of Media Transformation
Petco
"TVision is now an integral part of our measurement ecosystem."
Paolo Provinciali
Head of US Media
Anheuser-Busch
"Attention is informing buying decisions at brands and agencies, so it's powerful for our sales team to have this data to share."
JT Peace
Associate Director of Ad Sales
The Weather Channel
"I believe that TVision plays a huge role in the future of TV measurement - they understand if someone is present or paying attention and I think those are powerful metrics for marketers to have."
Joanne Leong
VP, Director, Global MediaPartnerships
Dentsu Aegis Network
“By calibrating our extrapolated household-level demographics to data from TVision’s panel we can provide person and demographic level data. Their co-viewing data is an important and necessary component to our solution and our support of NBC’s programming for The Olympics and the Super Bowl.”
Sean Miller
CEO
iSpot.TV
"TVision is at the forefront of bringing innovative technology to address this need and advance the very notion of audience measurement."
Jane Clarke
Managing Director and CEO
Coalition For Innovative Media Measurement (CIMM)
“TVision’s panel enables VideoAmp to enhance our dataset with information about the actual humans in front of the TV.”
Jonathan Steuer
EVP of TV Strategy & Currency
VideoAmp
"With TVision’s platform, we are able to identify how viewers are engaging with our premium programming and advertising."
Scott Collins
President of Advertising Sales
AMC Networks
“With TVision we can deliver the granular and actionable insights on audience attention and viewing patterns to complete the cross-platform picture our customers are asking for.”
VP of New Product Development, Moat
Oracle
“TVision fills a void that has existed and is becoming increasingly important to pay attention to, which is whether people are actually being affected by advertising, when they're paying attention.”
Adam Gerber
President of Global Media
Essence
“With TVision we are able to add a deeper layer of insights to our already robust measurement offering.”
Robert Bareuther
SVP Business Development
iSpot.TV
“With TVision, now brands have the ability to optimize television and make it as accountable as we do in digital.”
Jay Altschuler
VP of Media Transformation
Petco
The "viewability" and "attention" metrics of political advertising continue to score better results compared to other TV advertising, according to TVision..
The following ads are ones that got the top Creative Attention scores on TVision’s Ad Scoreboard for the period from June-August 2022.
Attention metrics are – ahem – receiving a lot of attention these days.
In a word, calibration is about “personification,” Cunningham added. “Calibration panels have a much narrower application than audience panels and can help produce more stable, identity-based measurement,” he said.
E.W. Scripps’ Scripps Networks division said it will use TVision’s viewer attention data to highlight the engaged audiences of its over-the-air channels during upfront presentations.
“Attention” measurement grabbed the limelight on the opening day of the ARF Audiencexscience Conference Tuesday.
In a break with the past, Super Bowl commercials pulled in more “attention” from men than women. TVision, which uses “eyes on screen” technology -- “computer vision” -- says men scored a 126.7 index for “commercial attention” vs. a 120.3 index for women.
While TV measurement moves to big data sets, panels remain crucial as lawsuits and widely varying claims roil industry.
Can you make a sale off an ad that no one’s seeing? Not without a side of telepathy. According to a paper published in the academic journal Marketing Science last week, 30% of TV ads play to empty rooms.
As we count down the final hours to Super Bowl 56, there’s only one question left to answer—what the question is, though, depends on whether you are a viewer or a marketer. For fans, of course, the question is whether the LA Rams or Cincinnati Bengals will dominate the gridiron. But for marketers, it’s not about the battle for the Lombardi Trophy—it’s about the battle for eyeballs.
Most TV measurement services can determine whether an ad was shown, but not whether people were engaged with it, or if they were even in the room when the ad aired. TVision, which is trying to unseat de facto TV measurement leader Nielsen, places a box with eye-tracking technology in the homes of volunteers.
Once again a crisis is catalyzing change in the TV and streaming ad industry.
