Verizon Media Launches TV Tune-In Attribution to Connect Digital Ads & TV Viewing

Rhea-AI Summary

Verizon Media has launched a new TV tune-in attribution product, enabling broadcasters and media companies to measure the impact of digital ads on TV show viewership. This innovative product connects ad exposure across various platforms—mobile, CTV, video, and others—to actual TV viewing. It utilizes ACR data from over 15 million smart TVs, ensuring consumer privacy. With Discovery as an early adopter, the service aims to enhance ad personalization and campaign optimization. This development represents a significant advancement in cross-device advertising measurement.

Positive

• Launch of TV tune-in attribution product enhances ad measurement capabilities.
• Utilizes ACR data from over 15 million smart TVs for real-time insights.
• Early adoption by Discovery indicates strong industry interest.

Negative

• None.

NEW YORK, June 30, 2020 (GLOBE NEWSWIRE) -- Verizon Media today introduced its new TV tune-in attribution product that allows broadcasters, networks and media companies to quantify the impact of digital ad campaigns on consumers tuning into TV shows. This is the first time Verizon Media DSP users can attribute TV show tune-ins to ads served on any channel, including mobile, CTV, video, desktop, native, and beyond. Verizon Media is launching the offering with Inscape, a wholly-owned subsidiary of VIZIO¹, for automatic content recognition (ACR) TV viewing data, with additional partnerships forthcoming.

“We are continuing to close the attribution gap across devices, channels and screens,” said Iván Markman, Chief Business Officer, Verizon Media. “Our TV tune-in product helps advertisers better understand their customers, connecting the dots between ad-viewing on a smartphone, for example, with TV-viewing. That feedback loop drives better performance and outcomes, while providing insights into critical performance indicators like tune-in conversions.”

Verizon Media’s TV tune-in attribution correlates ad exposure and engagement across devices and screens to a user tuning into a program on their TV. The product works by matching ad behavior with near-real time ACR data from more than 15 million smart TVs. ACR data is opted-in by the consumer, capturing viewing preferences in an anonymized way, while allowing TV and entertainment advertisers to perform closed-loop attribution of users that saw an ad then tuned in to the show.

“As the way we watch TV has changed, so has the marketer’s approach to measuring it,” said Markman. “Advertisers want to measure the impact of their media directly with more granular data. With our TV tune-in attribution, we are helping them better personalize and optimize marketing campaigns, understand ad exposures across key platforms, and maximize business outcomes.”

Discovery is one of the first brands to use Verizon Media’s TV tune-in attribution product at launch, helping them identify the effects of non-TV inventory on TV-viewing and ensuring greater harmony across campaigns.

“Verizon Media’s TV tune-in product represents a critical advancement of platforms converging with highly relevant real-time data,” said Seth Goren, Group SVP, Media Strategy and Analytics at Discovery. “These kinds of infrastructure enhancements enable a whole new spectrum of thinking to drive optimization and ultimately improve a range of tune-in outcomes that matter deeply to our business.” 

Powered by qualified, unique and diverse data, Verizon Media’s omnichannel DSP delivers exclusive and unique access to premium mobile, video, desktop, native, CTV, addressable TV, audio, and DOOH inventory.

About Verizon Media
Verizon Media, a division of Verizon Communications, Inc., houses a trusted media ecosystem of premium brands like Yahoo, TechCrunch and HuffPost to help people stay informed and entertained, communicate and transact, while creating new ways for advertisers and media partners to connect. From XR experiences to advertising and content technology, Verizon Media is an incubator of innovation and is revolutionizing the next generation of content creation in a 5G world.

VERIZON’S ONLINE MEDIA CENTER: News releases, stories, media contacts and other resources are available at www.verizon.com/about/news/. News releases are also available through an RSS feed. To subscribe, visit www.verizon.com/about/rss-feeds/.

¹ VIZIO accounts for nearly 20% of all smart TVs in the US, making Inscape the largest single source of licensed smart TV viewing data available in the country.

Media contacts:
Christina MacDonald
Christina.MacDonald@verizonmedia.com

FAQ

What is Verizon's new TV tune-in attribution product?

Verizon's TV tune-in attribution product helps advertisers measure the impact of digital ads on TV viewership across multiple platforms.

How does Verizon's TV tune-in attribution product work?

It matches ad behavior with ACR data from over 15 million smart TVs to track viewers tuning in after seeing an ad.

Who are the early adopters of Verizon's TV tune-in attribution product?

Discovery is one of the first brands to implement Verizon's TV tune-in attribution product.

What data does Verizon's TV tune-in product utilize?

The product uses anonymized ACR data from smart TVs to provide insights on ad exposure and tune-in rates.

What benefits does Verizon's TV tune-in attribution offer advertisers?

It helps advertisers to personalize campaigns and optimize marketing strategies based on data-driven insights.