Head of US Media, Anheuser-Busch
TVision is now an integral part of our measurement ecosystem. When we build a cross-channel, across media plan, we need to make sure that we measure everything we do and we optimize everything we do. In the same way that we have multiple technology and multiple standards to measure what we do on the digital front, now we have TVision as a standard to measure what we do on the TV side.
I see TVision front and center, quite frankly. I believe it really is on the front lines of making TV as actionable and optimizable as digital is today. With TVision, now brands have the ability to optimize television and make it as accountable as we do in digital.
There are times in one's career where you have a meeting and you think to yourself, “Holy crap, the world has just changed.” I had that meeting when attention was introduced way back when in the internet space. And I had that meeting when I first met the crew at TVision.
The way I describe TVision to my network colleagues is, it's a way to sort of peel the onion a level deeper than what you get with Nielsen. With Nielsen, you get this big aggregate measure of people and in the room presence self-reported. But nothing more. You don't understand the level of engagement.
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.
"I believe that TVision plays a huge role in the future of TV measurement. I am not familiar with any other company currently that has the same capabilities that TVision does in terms of understanding if someone is present or paying attention and I think those are powerful metrics for marketers to have."