TVision Ad Scoreboard is the only solution on the market to help advertisers understand ad attention and viewability across CTV Apps and Day PartsToday TVision, the company measuring every second of TV and CTV viewer engagement, announced that CTV attention, and viewability data is now available in Ad Scoreboard, an easy-to-use, low-cost, SaaS platform that allows marketers to measure and benchmark the effectiveness of their ad campaigns. The new addition of CTV insights along side Linear TV reporting, enables easy, cross-media comparisons.
CTV ad spending will hit $21.2 billion by the end of 2022, according to a report from the IAB. As the industry works to address problems plaguing CTV advertising - namely ad delivery, reach and frequency - ad attention and viewability have emerged as important metrics to understand the effectiveness of CTV ad investments.
Today’s CTV ads average 34.5% attention, and a recent study from TVision and Upwave shows that a 1% increase in ad attention correlates to a 1% increase in Brand Awareness. With brand awareness at stake, it’s prudent for advertisers to evaluate and optimize their campaigns based on attention and viewability.
CTV data in Ad Scoreboard makes it possible for advertisers to pinpoint CTV ad attention and viewability at the app, daypart and demo level. They can also compare their results across apps and against competitors. Now advertisers can:
“Advertisers are increasingly investing in CTV advertising, but walled gardens and opaque buying processes make it nearly impossible for advertisers to understand the value of their CTV investments compared to linear and other apps,” explains Yan Liu, CEO of TVision. “Ad Scoreboard breaks down those walls and allows advertisers to compare CTV performance across apps. In turn, they can prioritize well-performing creative and adapt strategies to target high- performing apps and day parts.”
TVision’s Ad Scoreboard is available today as a monthly or annual subscription.
Image: TVision’s Ad Scoreboard allows advertisers to drill into their brand's CTV ad performance across dayparts and apps, to identify the opportunities that deliver the most attention, as shown here for a sample brand.
TVision provides second-by-second, person-level data about how people watch TV – who’s watching, what they’re watching, and how much attention they are paying to both 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 benchmark their results against competitors. TVision is headquartered in New York City, with offices in Boston and Tokyo.