TV Data Company Alphonso Introduces New Suite of Digital-Like TV Advertising Measurement Metrics and Tools
Major Update to Its Self-Serve TV Ad Insights Dashboard, Alphonso Insights-Granular Ad Metrics Powered by Advanced Machine Learning and Industry’s Largest TV Data Set -Closed-Loop Attribution for TV Ads at Both a National and Local Level
TV data company Alphonso introduced the second generation of Alphonso Insights, its SaaS-based, self-serve dashboard for real-time TV ad analytics and closed-loop attribution. The service now includes several major new features and data sets that will help marketers better understand TV ad efficacy, for any brand, over any time frame. In particular, the new Alphonso Insights dashboard simplifies the process of drilling down into granular details, from any given view. This allows marketers to slice and dice the data in real time, faster than ever. New detailed metrics include:
- Viewability: The percentage of ads that were viewed in totality across all ad views, for any given creative, over its lifetime
- Lifetime Household Reach: The number of households that saw any given creative over its lifetime
- Lifetime Average Frequency: The average number of times a household saw any given creative over its lifetime
- Audience Demographics: Demographic details for any brand’s reach, including distribution by age, gender, income, and more, as well as brand-level household reach and frequency in the same view
- Advanced Data Manipulation: Select any date range for any set of creatives or campaigns, to view reach, frequency and demographics for the customized criteria
- Granular, Single-Click Metrics: From any chart (for example, a airings by network for any creative or brand), easily drill down on any chart column to filter metrics by show, by product, by daypart and more
With closed-loop attribution reports available at the touch of a button, Alphonso Insights eliminates the timely process of waiting days or weeks for costly reports. Up-to-date ad airings data is available for thousands of brands and brand categories, so marketers can understand campaign performance not only for their own brand, but also for their competition, as well as their entire category.
TV Data-Driven Media Activation
The ability for marketing teams to also use up-to-date TV data for media activation, in other words to retarget viewers of their own TV ads or competitive TV ads across digital devices, further distinguishes Alphonso Insights from other TV measurement solutions. Alphonso Insights enables marketers to pinpoint the programs and networks their actual customers watch the most, and to complement their TV spend by engaging those customers directly with ads across mobile and connected devices.
Ashish Chordia, cofounder and chief executive officer of Alphonso, said, “Television remains a powerful medium for advertisers, but until now, it has been too hard to measure. With budgets now divided across a range of mediums including mobile, social, print, out-of-home and TV, the ability to show the effectiveness of TV ads in driving return on ad spend is more important than ever. Alphonso Insights is the solution that brings digital-like audience and campaign measurement to the desktop of every marketer, so they can plan, measure and optimize much more effectively.”
Local Brand Insights
Alphonso Insights provides real-time TV ad analysis at both a national and local level, making it one of the only products in the market to meet the TV measurement needs of local broadcasters, and station groups owned and operated by big broadcast networks. Demonstrating the efficacy of TV ads to local advertisers is critical to local broadcasters, who compete more and more with large social networks for ad dollars. Alphonso Insights covers ten of the top local markets in the US today. Alphonso expects to expand its coverage to the top 50 markets by the end of this year.
Self-Serve TV-to-Web and TV-to-Location Attribution
Alphonso Insights is used by thousands of brands, networks and agencies for always-on TV ad campaign metrics, competitive research, media planning, closed-loop attribution and more. The software-as-a-service (SaaS) offering gives marketing executives and teams deep insights into the effectiveness of TV ads in driving business results such as web visits, foot traffic, and purchases.
Powered by Advanced Machine Learning and the the Largest TV Viewership Data Set
Alphonso’s exhaustive and always-on database of TV ads and associated metadata is made possible by the company’s patented machine learning technology. With data centers across all major metropolitan areas in the US, Alphonso automatically detects, ingests, and catalogs all ads airing across hundreds of broadcast and cable channels and networks, as well as major OTT streaming services.
Alphonso collects TV viewership data from 34 million opted-in US households. In addition to being the largest TV data footprint in the industry, it is also the most diverse. The patented automatic content recognition (ACR) technology that powers Alphonso’s TV data collection has been adopted by many of the world’s largest TV manufacturers, living room device makers, and mobile app developers.
Alphonso’s ACR is designed to be super lightweight, so that it can be deployed across the broadest range of devices. Brands prefer utilizing TV data that is deployed across a broad range of devices rather than limited to a specific set of TVs; this makes the data far more representative of the entire US population. The massive scale also provides greater accuracy when measuring TV ad campaigns; as data is tied to households in a one-to-one fashion; as opposed to being modeled from a small sample set.