ThinkAdvertising will be supported by ThinkAnalytics viewer personalization and segmentation models and receive its first public demonstration at IBC 2019.
TV Operators will be able to combine data-driven learnings from ThinkAdvertising with their in-house customer and demographic data. They’ll then be able to offer advertisers the ability to target precise consumer segments, creating incremental revenue streams and allowing brands and advertisers to focus on their desired business outcomes.
“Research has shown that highly targeted advertising campaigns can considerably improve impact and effectiveness. These improvements include: a reduction in channel switching, increased enjoyment of TV advertising, increased ad engagement, higher resonance of brand messaging, greater recall and higher purchase intent,” said Peter Docherty, CTO, ThinkAnalytics.
ThinkAdvertising is able to support supports household-level profiling over time building a detailed picture of viewing behaviour.
For example, as well as knowing that someone is a keen baseball and football fan, the system learns which teams, players and competitions they watch, and when they watch. This allows the operator to further personalise the subscriber offer.