Media company A+E Networks is tapping TVision’s Total View platform to measure and analyze person-level viewing engagement of its premium content — on both connected TV (CTV) and linear.
Audience measurement vendor TVision launched Total View earlier this year aiming to provide a “full picture view” and insights into advertiser questions such as: Does my programming perform better on linear or CTV? Which audience profiles pay the most attention to ads? What content types work best on which platforms?
A+E SVP of Ad Sales Research Suzanne Persechino told StreamTV Insider that she believes the company's challenge is shared with the industry in "having a keen appreciation of attention economics, knowing that a consumer’s time is limited and thus leveraging how we can maximize their experience and our client’s investment, simultaneously."
Total View offers an effective “apples-to-apples” measurement and analysis of multiple platforms in a single view, which Persechino said is of paramount priority to publishers when content is distributed across multiple end-points.
"TVision provides subscribers with the ability to analyze network scores — both individually and grouped — for viewability, attention and co-viewing in both linear and CTV environments. These metrics — and the flexibility of having multiple platforms in one view — enable A+E Networks to demonstrate how attention leads to action and truly understand the quality and value of audience impressions,” she said via email.
CTV and linear are — despite little distinction from viewers’ perspectives — very different when it comes to measurement and targeting, as Yan Liu, Co-founder and CEO of TVision, wrote in a May column on StreamTV Insider. But they do share the measurement metric of attention — which follows how long viewers engage with an ad or program once it is aired.
"Our data shows that there are big differences between high and low-attention programs, apps, networks and dayparts, all of which impact an ad's ability to engage,” Liu told StreamTV Insider via email.
“Total View helps sellers look at the video landscape holistically in order to understand and compare content and inventory. When sellers are able to effectively position inventory across both linear and CTV, audiences benefit from a unified experience. Advertisers also benefit as they are able to reach more engaged viewers,” he commented.
The suite allows A+E access to two main dashboards: the Snapshot dashboard, offering high-level summary insights on overall engagement, and the App and Network Analysis dashboard, which provides app and network metrics as well as comparative analysis on linear and CTV. It also includes tools for categorical analysis of brand and advertiser performance across competing apps and networks as well as program trends and engagement data across different demographics.