New TVision Insights Tool Scores Ad Creative

US-based TV attention measurement company TVision Insights has launched 'Creative Performance Score', which helps brands to evaluate the impact of the creative they use across commercials, on a second-by-second, person-level basis.

TVision has headquarters in Boston, MA and offices in New York and Tokyo. The company uses data science and motion capture technology to passively assess 'eyes on screen', and measure person-level engagement with video content. This system tracks attention to every second of TV, OTT programs and commercials; while privacy safe technology measures person-level attention to video content via an opt-in panel.

The firm claims its new Creative Performance Score is the first metric that measures 'creative breakthrough', while normalizing for attention to surrounding commercial and program content. All rankings and data are based on TVision's technology and panel, and each brand's score is compared to others running in the same 'commercial pods'. A higher score means a brand's commercials can be distinguished from those of its competitors.

CRO and co-founder Dan Schiffman (pictured) comments: 'The Creative Performance Score is the first passive, in-market measure of creative breakthrough on TV, and it is available to advertisers within hours of first airing. Previously, brands waited weeks or months for ad level breakthrough measures. Our ability to provide eyes-on-screen attention data empowers television advertisers with actionable information to optimize their TV campaigns and attribute success to a specific ad, time and place'.

Web site: www.tvisioninsights.com .