Firms Tie TV Attention Data to Sales

In the US, television attention measurement company TVision Insight has partnered with cross-screen TV attribution firm Data Plus Math, to understand where target audiences are paying attention, and how targeting combined with attention leads to sales.

TVision Insights' opt-in panel offers privacy-safe hardware and software that allows for passive monitoring of television viewing behavior and person-level measurement data reported second-by-second. The company's core technology uses patented computer vision algorithms to passively measure 'eyes on screen', in order to understand person-level engagement with video content. Data Plus Math looks at the entire customer journey from product awareness to eventual purchase, measuring the conversion ability of the various elements of a campaign, and then using that data to provide recommendations on optimal frequency for campaign goals, effectiveness by creative, and sales data by customer segment.

Merging the two sets of data should enhance TVision's ability to report commercial-level impact at a person level and understand why campaigns are succeeding in-market. Dan Schiffman (pictured), TVision Insights co-founder, comments: 'With TVision's attention data integrated into Data Plus Math's attribution platform, marketers can see the causal relationship between ad engagement and sales. We've performed multiple studies that prove the link between audience attention and outcomes such as tune-in and store visits. This partnership with Data Plus Math ties attention to outcomes while campaigns are in-flight'.

Web sites: www.tvisioninsights.com and www.dataplusmath.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.