New product leverages smart TV data from Inscape to enable incremental reach measurement for connected TV ad campaigns

VIZIO Ads, the direct-to-device advertising business for VIZIO, the #1 American-based TV brand, launched True Incremental Reach to help TV advertisers measure incremental reach or net new audiences reached from advertising on its platform when compared to other formats such as linear and VOD.

“Viewers who are shifting away from linear TV aren’t abandoning television, they’re just shifting their viewing towards over-the-top connected TV viewing — younger viewers in particular,” said Travis Hockersmith. “Because of VIZIO’s ownership of glass-level data, combined with a best-in-class ACR data company in Inscape, we can deterministically confirm net new audiences on the SmartCast platform for brands looking to capture a previously unreachable audience.”

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Adjustable in near real time, True Incremental Reach enables brands to use deterministic data to understand the overlap of audiences and the percentage of ad investments that hit “unreachable” households that are not exposed to advertising on linear or broadcast formats.

The new product is powered using data from Inscape, the smart TV data company and subsidiary of VIZIO that recently surpassed a consumer opt-in footprint of 15 million smart TVs in the U.S. Inscape allows VIZIO Ads to react to glass-level viewing data in near real-time.

The VIZIO Ads business is part of a broader VIZIO brand investment to improve the TV viewing experience. Since the launch of VIZIO’s direct advertising business in December 2019, TV viewers have benefitted from more relevant and better-personalized ad experiences.

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