WPP's media investment company GroupM has launched a service called Total TV Measurement, which it says will help its clients in the UK understand the value of addressable TV.
Developed by GroupM's addressable TV targeting company Finecast, Total TV Measurement aggregates, aligns and de-duplicates data sets, including campaign delivery data across all addressable TV content and linear data from BARB, the UK's television audience measurement body. As part of the development process, Finecast partnered with research and tech companies AudienceProject and TechEdge.
By combining AudienceProject's TV measurement tech with Finecast log-level data (including BVoD, AVoD, and other broadcast content), Total TV Measurement creates a single measure of cross-channel addressable reach. This is then combined with BARB data through TechEdge, to produce de-duplicated reach and frequency metrics across addressable TV and linear campaigns. The service delivers these metrics across BARB demographic audiences, and will soon be extended to more addressable audiences - including affluence and life stage segments.
The new service's methodology has been subject to external verification procedures performed by PwC. Samantha Lister (pictured), Head of Marketing Science at Finecast, comments: 'We understand that our clients are demanding greater union and cross-channel insight when it comes to media planning and measurement, and we've seen great advancements in the space in the past couple of years. Utilising the capabilities of AudienceProject and TechEdge, we have created a measurement solution that goes one step further in understanding the value of addressable TV on the media plan'.
Web sites: www.groupm.com and www.finecast.com .
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.