TVision Data Shows a 28% Difference in Primetime Ad Attention Across Networks, Revealing the Importance of Leveraging Engagement Data for Effective Media Planning
NEW YORK – Dentsu Aegis Network announced today a strategic partnership with TVision to leverage the company’s TV measurement capabilities as part of Dentsu’s global Attention Economy initiative. The Attention Economy, which launched in 2019, will create a consistent and standard value system for comparing attention across all channels – a first for the media industry - to improve the impact of advertising and build a fair and progressive media ecosystem in the long term.
The Attention Economy’s first round of research in 2019 combined screen data of ad-viewability and ad-duration with eye-gaze tracking and short-term advertising strength measures (STAS) to understand attention as well as its impact. The research has reinforced the power of TV advertising but highlighted the critical need to measure and optimize for the gaps between reported reach and audience presence and engagement better. TVision meets this challenge with its innovative approach to measuring TV advertising and improving its impact. For example, TVision’s data reveals that there is as much as a 28% difference in ad attention across networks during Primetime. This finding highlights the importance of leveraging engagement data, in addition to ratings, when planning campaigns. TVision uses privacy-safe, cutting-edge technology to measure audience presence and engagement with TV content and advertising, therefore, they were Dentsu’s natural choice as a partner to foster a better understanding of how viewers pay attention, at a person-level, and how to improve it.
The partnership will allow Dentsu’s agencies to utilize some aspects of TVision’s data, in parallel with proprietary insights tools, to plan TV/OTT campaigns based on attention metrics for the first time. Additionally, TVision will be a key partner as DAN creates its own attention model and metrics, incorporating data from partners measuring attention across additional devices.
Clive Record, Head of Global Partnerships for Dentsu, explains; “In a constantly evolving media landscape, attention is fast becoming an extremely valuable commodity. Being able to properly measure it and to understand the value of platforms relative to their impact will be critical in driving effective campaigns for our clients. That is the goal of the Attention Economy, and our partnership with TVision will help us achieve that.”
Luke McGuinness, President of TVision says, “As an industry we know that advertising works when people pay attention to it, and Dentsu’s Attention Economy initiative illustrates their clear understanding of this fact. We are pleased to partner with them on this initiative, and to help Dentsu utilize our data to create campaigns that deliver more value for their clients.”
About Dentsu Aegis Network
Part of Dentsu Inc., Dentsu Aegis Network is made up of ten global network brands - Carat, Dentsu, dentsu X, iProspect, Isobar, Dentsumcgarrybowen, Merkle, MKTG, Posterscope and Vizeum and supported by its specialist/multi-market brands. Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in-class expertise and capabilities in media, digital and creative communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network is headquartered in London and operates in 145 countries worldwide with more than 40,000 dedicated specialists. www.dentsuaegisnetwork.com
TVision is the leading TV engagement metrics company. TVision measures what was once unmeasurable - how people really watch TV. Marketers and Media Sellers access TVision’s TV engagement metrics via its data-as-a-service platform. TVision’s customers include some of the world’s largest brand advertisers and TV networks. TVision is headquartered in New York City, with offices in Boston and Japan.
About Attention Economy
Dentsu Aegis Network’s ‘Attention Economy’ is an industry-leading initiative with a mission to change the way the industry plans and buys media. Launched in 2019 with ground-breaking research, the project is currently in its second phase. The Attention Economy is backed by some of the world’s largest global media partners and research experts in the space.
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