US-based panel and digital MR specialist eCGlobal Research Solutions has partnered with audience research systems developer Immetrica to launch a solution called 'Alldience', measuring consumption of multiplatform media content.
Alldience uses a mobile application offering continuous and passive measurement of integrated consumption of TV and multiplatform advertising on any device. This includes FTA and pay-TV, analog and digital, DVR, streaming / VOD / OTT services (both independent and channel-related), mobile, YouTube, social media, other web sites, at-home and out-of-home. The firm says a pilot study conducted in Brazil between September 2018 and February 2019 revealed that the ability to measure media consumption through a mobile app installed on viewers' smartphones yielded 'very reliable data', improving on areas previously difficult or impossible to measure.
The app uses Automated Content Recognition (ACR) technology including fingerprinting and watermarking to recognize content, whether it was time-shifted, and optionally (with client cooperation) the means by which it reached the viewer. This allows it to identify and analyse the viewing of a specific channel, TV show or ad impacted by the consumer. This system also captures opinions and feelings about the content consumed, such as recall, knowledge, brand affinity, prestige and purchase intent.
Adriana Rocha (pictured), CEO of eCGlobal, comments: 'We are committed to working with channels, agencies and advertisers to develop a holistic media consumption measurement solution that brings understanding of the target audience and measures the performance of multiplatform campaigns, delivering performance indicators for brands and performance impact of sales'.
Web sites: www.ecglobal.com and www.immetrica.com .
All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.