Undertone and TVadSync Join Forces to Unify Digital and TV Experiences, Creating an Unequalled, Cross-Platform Targeting Engine

NEW YORK–(BUSINESS WIRE)–Perion Network Ltd. (NASDAQ:PERI) announced today that Undertone, the creator of cross-platform Synchronized Digital Branding for the world’s most prominent brands, and TVadSync, a leading TV data and analytics company that is relied upon by marketers, agencies and broadcasters, will be partnering together.

Through this partnership, brands will now be able to combine custom and one-to-one quality ACR (Automated Content Recognition) TV viewership data, with Undertone’s premium reach, and award-winning digital creative. Undertone and TVadSync will enable brands to engage TV viewers through their entire digital journeys, at a large scale.

“With Synchronized Digital Branding as the centerpiece of our offering, we are continually looking to expand its reach and delivery. Our partnership with TVadSync is an essential step in that mission” said Dan Aks, President of Undertone. “Our brand and advertiser clients are hungry for the precision and real-time retargeting that the combination of Undertone and TVadSync will deliver. Our partnership will drive the full-funnel engagement required in an increasingly fragmented view environment.”

Today’s US consumer is no longer a single-source viewer. They watch an average of 3 hours and 35 minutes of TV every day, which is broken up by a whopping 6 hours and 35 minutes of digital time*. Sophisticated marketers are well-aware of this behavior, but struggle to create consistent messaging that bridges this fragmented behavior.

This struggle is solved by the Undertone and TVadSync partnership, by connecting user-level TV data from 18 million households – which is a significant scale – and using that data to trigger addressable ads on second-screen devices in real time.

Importantly, in a world of over-promise and under-delivery, Undertone and TVadSync offer advertisers and brands a first-in-class, multi-touch attribution methodology – providing the value of cross-channel synchronization from TV to digital.

“We have long sought to find a digital partner to complement the power of our large and growing TV database together with our enhanced analytics capabilities,” said Ronan Higgins, founder and CEO of TVadSync. “Undertone is precisely that partner. We make TV an ‘intelligent medium’ – and when you leverage that data and those insights into what people are watching, and fuse them with Undertone’s proprietary digital synchronization, something entirely new is created. The combination of TV’s emotive power and digital’s full-funnel capabilities will give marketers the synergy they have been hungry for.”

About Perion Network Ltd.:

Perion is a global technology company that provides agencies, brands and publishers with innovative solutions that cover the three pillars of digital advertising. From its data-driven Synchronized Digital Branding platform and high-impact ad formats in the display domain; to its powerful social media platform; to its branded search network, Perion is well-positioned to capitalize on any changes in marketers’ allocation of digital advertising spend. More information about Perion can be found at www.perion.com.

About TVadSync:

TVadSync is the only TV data partner that combines AI-driven metadata with the industry’s largest Smart TV data set. TVadSync provides access to viewing history from 2 out of top 3 smart TV OEMs that represent over 80% of US market share, delivering the broadest, most accurate insights for brands across planning, buying, targeting, and more. By revealing the hidden passions of brands’ TV audiences at scale, TVadSync has emerged as the de facto leader in Smart TV media & analytics.

TVadSync Taps Into TV Metadata To Detect Subtle Patterns In Viewing Behavior

You are what you watch.

One of the advantages of having access to the largest aggregate ACR TV viewing data set is being able to apply the latest data science to identify patterns within the data and to make predictions on consumer behavior.

TVadSync identifies “taste communities” hidden in billions of hours of television viewing data, similar to Netflix’s taste clusters. This is powerful stuff for brands who want to know “who’s my tribe?”. Marketers no longer have to rely on age / gender demographic consumer profiles, but can look to deeper behavioral and psychographic segmentation, based on how people spend more hours of their day than any other activity (sometimes including work!).

That’s television.

Brands can profile their existing customer base to identify high-likelihood prospects within taste communities — for planning contextual advertising such as linear TV; and planning addressable advertising such as digital/OTT/CTV.

Causal Attribution – How to Measure True Campaign Effectiveness

Determining the true relationship between control and exposed audiences is a problem that advertisers have faced for decades. We live in a time when unlimited amounts of media is being consumed. This is coming from a more diverse variety of sources than ever, so how can you know your advertising is effective?

The answer seemingly lies in the vast amounts of data now available to advertisers to analyze exactly where their ad was seen and the accompanying data on the exposed audience. Surely, with such large amounts of data we could easily determine what’s causing conversion and what’s not, but this vast amount of data poses another problem as it presents too large an amount to decipher the cause of true conversions. This is why causal attribution has risen to prominence as being the key in determining conversions.

Causal attribution refers to the reasons that people behave the way they do. It is a cornerstone of psychology and has also served as the bedrock for advertising, or more acutely why some ads work and some don’t.

We can think of how to perform truly effective causal attribution through the analogy of a medical trial. Imagine after years of hard work going through medical school and months of interning to long, sleepless nights in labs, and all your work manifests into a tiny single pill . You can finally hold in your hand a potential cure to diabetes. The clinical trial begins but the initial results are inconsistent and vary wildly, leaving you seriously doubting all those years of struggle. You think that some external factors are affecting the results, but how do you minimize the external effects on your group of control patients? How do you normalize all the factors governing a person’s life every day and at every moment? Ideally your test patients receiving the drug and control patients receiving the placebo would be identical clones of each other and do the exact same things everyday, but this simply cannot happen.

So how can we use causal attribution to solve this?

“In control vs. test studies, we aim to isolate a single variable in order to measure the incremental difference caused by this variable.  In our case this is being exposed to an ad, or not.  In order to isolate this variable, we attempt to normalize as many other variables as we possibly can.” said John McNicholas the Head of Product Management at TVadSync.

Effective causal attribution reveals itself to be more of a line of elimination as you work progressively towards the actual effect of the advertisement. In doing so we see the strength of true causal attribution lies not in the chosen variable itself necessarily but in the strength of the normalization of other variables.

So in the case of our diabetes trial we can change one variable for the patients (the drug), while keeping the rest of the behaviors as identical as possible, and in the case of measuring TV ad exposure, companies try and replicate a control audience to measure how effective their ad was in driving conversions. Some bias may affect how a control audience is created out of first party data, whereby a control audience is created that favorably skews the results.

 

Third party data vendors such as TVadSync use new forms of machine learning analysis to analyze a myriad of TV viewing behavioral indicators such as the propensity to watch a TV network, genre, actor or an extensive number of other content consumption variables. This allows the creation of exceptionally similar test and control audiences to accurately measure the effect of TV advertising.

 

TVadSync can directly detect what people are watching on their Smart TV with 1:1 accuracy, and in doing so solve the problem of determining causal attribution by allowing the ability to narrow down each variable while normalizing every other possible variable within TV viewing behavior. It is only through modern smart reaching TV data companies such as TVadSync that this true causal attribution can be understood, and in turn the effectiveness of TV advertising can be understood.

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