Where do you see more opportunities for disruption within your industry?
TV has a viewability problem, which, as an industry, we’ve historically ignored because there was no way to truly measure it. The IPG Media Lab reports in recent research that 29% of all TV ads are not viewable – meaning they air to an empty room. For a $70 billion TV industry, that represents a huge amount of waste. With access to new TV performance metrics like TV Viewability and Attention – data-driven brands will evolve how they plan, measure, and optimize their TV campaigns, beyond simply ratings. The way TV ads are valued will change, which is a huge disruptor for an industry that is ready to evolve.
What would you define as a successful, disruptive partnership with an ad/marketing agency?
At TVision, we measure how people actually watch TV. Our agency partners – representing some of the world’s largest advertisers – use our person-level, second-by-second data to create and optimize more effective ad campaigns based on real viewability. Truly disruptive agencies are using our Viewability, Attention and privacy-safe audience data to identify the best performing TV content to optimize their clients’ ad spend – eliminating millions of dollars in waste for their brand clients. With TVision, these agencies are better equipped to measure campaign wear-out, ad effectiveness, competitor performance, and viewer engagement — giving them a leg up on the competition, and helping to build their client’s business.
As technologies advance and influencers reign supreme, how are you finding new avenues to stand out in the TV ad measurement industry?
In the media industry, TVision is the leader in performance metrics and the only provider of second-by-second, person-level metrics like TV Viewability and Attention. Additionally, in a world of growing concerns about consumer data and advertising technology, TVision’s data and methods are 100% opt-in and privacy-safe. Brand, agency, network, technology and measurement leaders, are drawn to our unique platform, metrics, and approach, which deliver a more complete picture of what was once unmeasurable – how people really watch TV. We stand out by providing unique data that helps solve real business problems – from campaign planning to cross-platform measurement.
*Please Note: All statements are the opinion of the author and may not necessarily represent the views of The ADVERTISING Club of New York.