This New Solution Combines Cadent Aperture Platform with TVision’s First-Party Viewership and Attention Data, and Cross-App Insights for Viewer Engagement
Today TVision, the company measuring every second of TV and CTV viewer engagement, and Cadent, the largest independent platform for advanced TV advertising, announced a partnership to deliver comprehensive audience segments based on TV viewer engagement and behavior. In addition, marketers using Cadent Aperture Platform to activate their campaigns will now have access to TVision’s CTV Campaign Performance insights to better measure person-level ad exposures and understand true viewer engagement.
Marketers are increasingly investing in CTV advertising as they look for new ways to extend their connection with TV viewers and fans. TVision’s hundreds of pre-defined audience segments are based on person-level Linear and CTV viewing behaviors, and include segments for most popular programs on CTV and TV, heavy sports viewers, cord cutters, political interests, and many more. With over 40,000 mapped titles, TVision makes it possible for advertisers to find and target niche TV audiences in Aperture Platform, making it easy to extend the reach of TV campaigns with first-party insight into what people watch, and engage with on TV.
“Improving viewer engagement and providing the ability to measure proof of performance more accurately is critical for brand marketers in our evolving TV ecosystem,” said Tony Yi, EVP, Business Development and GM, Platform Direct at Cadent. “Our partnership with TVision helps marketers reach engaged TV audiences, and independently measure the performance of their Aperture campaigns across CTV apps.”
Despite the promise of the digital ecosystem, determining viewer engagement with CTV ads has remained challenging for marketers. Now, with TVision’s Campaign Performance Reporting, marketers can more accurately answer two critical questions, “How many people saw my ads, and did viewers pay attention?” By merging impression-level campaign data from Aperture Viewer Graph with TVision’s person-level insights into viewer attention and app co-viewing, marketers are able to effectively measure performance of their campaigns across apps, within Aperture Platform.
“AT TVision we report on person-level viewer activity across all CTV devices, hundreds of apps, and thousands of CTV programs,” explains Yan Liu, CEO of TVision. “As a result of our partnership, marketers using the best-in-class Aperture Platform for media buying can now target audiences in a smarter, more deliberate way based on apples-to-apples app engagement data and independently measure the real-world performance of their own campaigns.”
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.
Cadent powers the evolution of TV brand advertising. We provide marketers, agencies, operators, and media owners with data-driven solutions for buying and selling TV advertising. By connecting brands with opportunities across national inventory sources—cable, broadcast, and OTT—our technology improves efficiencies and boosts the results of linear, addressable, and cross-screen campaigns. For more information, visit cadent.tv or follow @CadentTV.