Smart TV maker Vizio has launched a suite of analytics tools on a new platform designed to help advertisers develop custom approaches to reaching connected TV (CTV) audiences and measuring cross-screen engagement.
Vizio Analytics offers campaign tracking and optimization capabilities for pre-campaign planning work, targeting segments, budget allocation, measurement and reporting.
The platform uses ACR (automated content recognition) audience viewing data from 20 million owners of its smart TVs, delivered through its Inscape TV research business.
Advertisers can plug into partner cross-platform buying solutions that support their targeting strategies, including Neustar, Oracle, Experian, LiveRamp, Epsilon, Lotame, Acxiom, IRI, Upwave, Factual and Kochava.
Users can measure incremental reach over linear TV realized through Vizio Ads, and measure and validate ad impact against a variety of KPIs, including brand awareness, perceptions, familiarity, favorability and purchase intent.
The platform also generates bottom-of-the-funnel metrics such as location attribution, site attribution and conversion, offline sales lift, and foot traffic.
Customers can also use third-party measurement from partners that license Inscape data, including iSpot.tv, VideoAmp, ComScore and — through a Vizio deal announced just last week — Nielsen DAR.