FreeWheel\u2019s already formidable footprint in tracking video viewing across screens got a boost when it began to factor in smart-TV data from Inscape. And with TVSquared as a partner, campaign attribution and optimization can happen much sooner than has traditionally been the case.<\/p>\n

\u201cFrom a measurement perspective and understanding viewership and consumption, we are partnering with Inscape to complement our Comcast set-top box footprint,\u201d FreeWheel\u2019s Brian Wallach says in this interview with Beet.TV. \u201cWe will be the largest footprint where you can actually get an understanding of deterministic viewership and consumption of digital video content across every screen.\u201d<\/p>\n

The SVP and CRO of Advanced TV says FreeWheel<\/a> is \u201cleaning into being able to show incremental reach\u201d to advertisers using a national campaign or a targeted one on linear TV \u201cand also the complementary digital delivery that\u2019s happening in our footprint and across the Inscape footprint as well.\u201d<\/p>\n

The goal is to be able to determine whether someone watched a program on TV or digital and did an advertiser reach them in one or both environments because \u201cthere\u2019s light TV viewers, heavy TV viewers, all types of consumption that\u2019s happening across screen,\u201d Wallach<\/a> says.<\/p>\n

When it comes to campaign KPI\u2019s, every advertiser is different. Some are as simple as brand metrics measured with the help of research studies while others are looking for down-funnel conversion.<\/p>\n

\u201cAs a marketer defines what their KPI\u2019s are, we help them with different providers to match up whether or not the media that was shown to those consumers actually drove that behavior. That\u2019s a growing trend.\u201d<\/p>\n

According to Wallach, some marketers could look to seek different audience guarantees from publishers that are based on campaign outcomes, as \u201cguaranteeing delivery of impressions is somewhat not enough these days. Obviously, this is important for our publishing partners as well.\u201d<\/p>\n

He describes TVSquared<\/a> as \u201ca very valuable attribution partner for us. They really help us understand how to optimize a campaign and try to drive impressions against inventory that is yielding good results.\u201d<\/p>\n

While campaign performance beyond mere impression delivery has traditionally taken \u201cmonths and months,\u201d TVSquared provides \u201ca rolling report on information that\u2019s happening with those interactions, where we can actually optimize a campaign, maybe move inventory from one publisher to another based on performance\u201d and do creative optimization.<\/p>\n

Better analytics at the local level means that search no longer gets 100% local attribution, according to Wallach.<\/p>\n

\u201cWe have data that can show exposures across TV, exposures across digital and then the corresponding interactions with search where they\u2019re getting a location or address for a particular store and then visiting it,\u201d says Wallach.<\/p>\n

This video is from a Beet.TV series titled TV: Now an Outcome-Driven Medium. For more segments, please visit this page<\/a>. This series is presented by TVSquared<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

FreeWheel\u2019s already formidable footprint in tracking video viewing across screens got a boost when it began to factor in smart-TV data from Inscape. And with TVSquared as a partner, campaign attribution and optimization can happen much sooner than has traditionally been the case. \u201cFrom a measurement perspective and understanding viewership and consumption, we are partnering […]<\/p>\n","protected":false},"author":17,"featured_media":60775,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8000],"tags":[5296,5267,6681,6881],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60773"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=60773"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60773\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/60775"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=60773"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=60773"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=60773"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}