Eye-Tracking TV Technology Company TVision Adds Person-Level Data
- by Wayne Friedman , November 16, 2020
TVision, the eye-tracking TV technology company, has added person-level measurement data now being used by ad technology and media-measurement companies Xandr, Oracle Moat, VideoAmp and iSpot.
TVision says its Advanced Audience Projections (AAP) can identify who is watching TV advertising and programming. Measurement companies can incorporate this into their own first party data.
TVivision says this can improve measurement such as TV attribution, where person-level ad exposure data is tied to outcome data, co-viewing, reach and frequency, and cross-platform measurement.
TVision's key existing measurements include:
Viewability -- a measure of viewers kept in the room while ads are onscreen, is percentage of all ad impressions in which a viewer was in the room for two or more seconds
Attention -- a metric of TV commercials holding viewers’ attention while they aired, a percentage of all ad impressions in which the viewer was looking at the TV screen for two or more seconds.
Creative Attention -- looking at an ad’s ability to grab the audience’s attention, compared to other ad content in the same commercial pod. This is a percentage of an advertisement’s total run time that viewers spent with their eyes on the screen.
A very interersting development Wayne.
Needless to say I'm very pleased to see this much needed refinement for digital media and other forms of TV exposure where it is known exactly who controls the device, the problem remains---how do you get "linear TV" ---which still generates the lion's share of viewing and TV ad "impressions"---into the act? I've been advocating the development of a TVision, or TVision-like, measurement melded in with Nielsen's people meter ratings for national TV for a long time but the ad sellers just aren't bending on this as they fear what would happen if advertisers realized that large parts of their"commercial minute audiences" are not there or looking at the screen when their ad messages appear.
No fear, guys. The advertisers ---already know this but, so far, their CMOs haven't been interested enough to press for a major upgrade of TV audience measurement because they are being told that it makes no difference---as the plusses---good shows--- will probably be cancelled out by the minuses---bad shows--- and its up the their creative to drive attentiveness. To which I respond, "True about the power of compelling creative, but why not help the creative by buying as much time in content that delivers more of its "audience" to your ads as possible, subject to cost efficiency considerations?"If it turns out to make no difference, that's OK--- but at least you tried to spend your TV dollars more effectively.
And yet one more reason why I've disconnected my "smart" TV from the wifi/internet :)