What do you get when you mix the largest TV ad-monitoring service with one of the crop of TV content recognition vendors?<\/p>\n
4C Insights<\/a> calls it<\/a> “enhanced audience targeting and analytics for premium channels including linear television, over-the-top (OTT) television, social, and digital media”.<\/p>\n Back in January, the ad intelligence company, whose Teletrax unit monitors 2,100 channels across 76 countries for both presence of program content and advertisements at the play-out end, announced<\/a>\u00a0it was plugging in data from Inscape<\/a>, the division of TV manufacturer Vizio whose automatic content recognition (ACR) technology monitors the device end for actual viewer behavior.<\/p>\n What does the combination mean? Essentially, advertisers will be able to confirm not only that a certain ad or show has played out but also that a certain viewer has consumed it. In this video interview with Beet.TV, 4C chief product officer Anupam Gupta says advertisers will have two new benefits…<\/p>\n For Gupta, the announcement comes at the same time the opportunity within so-called “advanced TV” – with which advertisers can target individual viewers of connected video devices using more granular data – reaches a tipping point.<\/p>\n “Early adopters are moving toward the early majority,” he says. “We just saw some research from Forrester which said more than 50% of marketers are going to put advanced TV on their plans in 2018. Clients are deepening their usage.”<\/p>\n And amongst the most exciting newer trend lines Gupta sees is empowering marketers to use their own data for ad targeting.<\/p>\n Whilst TV ad targeting has historically been done on an age- and gender-targeted basis, advertisers are getting excited about bringing new, publicly-available datasets in to the digital TV targeting platforms now on offer.<\/p>\n But the ability to plug in data from their own customer databases – be it sales data, loyalty card data or more – could help advertisers both be more specific with TV spend and extend TV campaigns from TV to other digital devices when campaigns reach a maximum reach of known consumers, according to Gupta.<\/p>\n\n