TVN launches internet TV planning tool
Media and technology company TVN has released a new planning tool for Internet TV.
29 October 2012: Media and technology company TVN today announced the launch of a new Internet TV planning tool that delivers unrivalled audience targeting and transparency based on what will be the largest audience data pool Internet TV in Asia Pacific.
TVN Managing Director Peter Ostick said the new platform was designed to address the two key areas holding back growth in the Internet TV industry.
“Most industry people recognised Internet TV offers unique opportunities based on its lack of clutter and the potential of turning real time data insights into more tailored targeting of viewers.
But the industry is being constrained by a lack of confidence with respect to audience targeting and an over-reliance on third party data companies whose data coverage in Australia is not what it is in North America and Europe,” he said.
Solving this problem, TVN has engineered a four point audience validation algorithm to build the largest audience data pool Internet TV in Asia Pacific which will be opened up to advertisers to use across the entire media plan.
The new platform also features daily optimisation so brands can identify the placements that are delivering a higher effective cost per TARP. This information will again be fed into the platform to continually improve targeting.
“We can also pinpoint and up-weight to individuals who have expressed an interest to buy certain products and then serve them a more relevant creative message,” Ostick said.
According to Ostick, the end result is more cost efficient targeting and a real time planning tool that will enable brands to check their campaign’s performance based on agreed audience targets and marketing goals.
“Specifically, we can determine what audience we reached and the impact of the message,” he said.
Ostick said TVN’s commitment to bring transparency to audience targeting follows the businesses earlier push for transparency.
“We faced a similar challenge in 2010 when we didn’t believe a media a planner should have to rely on a publisher to tell them how many people viewed its ads. We pushed the VAST standard through our platform which enabled 3rd party ad serving for Internet TV resulting in the industry wide adoption.
“It’s the same belief in transparency that drives our belief that planners should not be in the dark about what percentage of the target audience is reached. We will be pushing the industry to include 3rd party target audience verification as standard.
“Given some Internet TV networks and publishers are achieving targeting results as low as 21%, we expect this may ruffle a few feathers,” he said.
Reflecting the evolution of the business to focus on creating the largest audience data pool Internet TV in Asia Pacific while solving cross platform planning issues, The Video Network and The Video Platform have merged and will now be known at TVN.
Source: TVN press release
You’re pushing the industry to “..include 3rd party target audience verification as standard” – agreed. However, this new planning tool TVN launched isnt truly 3rd party (i.e.independent) if TVN is asking Advertisers to use a propietary TVN tool to verify audiences reached on TVN’s network. This is why TV Buyers use Neilsen, Roy Morgan and why Ch9 and Ch10 havent bothered creating their own panels.
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