Smart TV maker unveiled a suite of analytics tools on a new platform aimed at helping advertisers build custom approaches to reaching connected TV audiences and measuring cross-screen engagement.
This is the second year in the NewFronts but the company’s VP of national ad sales, Adam Bergman told Adweek that while Vizio may have been the new kids on the block last year, the connected TV company has made “big waves” in the market.
Vizio designs its business around four asset environments: audience, platform, inventory and content, and data. Adweek was explained by Bergam that the most crucial aspect of the business is integrating hardware and software. The entire approach revolves around the consumer experience.
“From the UI, the design, the look and feel of our operating system, to the way we use data to consider content we want to program and how we promote it, ad products and targeting, all of that is built on the integrated hardware and software approach.”
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Vizio Analytics offers campaign tracking and optimization capabilities for pre-campaign planning, segmentation, and budget allocation as well as measurement and reporting. Through its Inscape TV research business, the platform utilizes ACR (automatic content recognition) data from 20 million owners of its smart TVs.
Advertisers can tap into cross-platform buying solutions from partner companies, including Neustar, Oracle, Experian, LiveRamp, Epsilon, Lotame, Acxiom, IRI, Upwave, Factual, and Kochava. Vizio Ads offers users the ability to measure incremental reach gained over linear TV, as well as assess and validate ad effectiveness against a variety of KPIs, such as brand awareness, perceptions, familiarity, favorability, and purchase intent. Additionally, VIZIO Analytics gives advertisers insight into bottom-of-the-funnel metrics such as location attribution, site attribution and conversion, offline sales lift, and foot traffic. Travis Hockersmith, VP of Vizio’s Platform + Business, in a statement,
“We’ve built a custom analytics platform that gives brands the ability to leverage our massive TV footprint and data infrastructure for cross-platform campaigns. This makes it easier to connect their customer management and measurement services of choice with our analytics support to achieve their goals. The result provides consumers with more relevant ads and gives clients outcome-based accountability with their investment decisions.”
Customers can also utilize third-party measurement support from partners such as Nielsen DAR, iSpot.tv, VideoAmp, and ComScore, all of which license the Inscape data for measurement use cases.
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Adweek reported that Vizio will debut its new advanced advertising product Jump View, a new offering described by the company as “consumer first.” Jump View is an interactive overlay that, after a consumer finishes watching an episode in a linear environment, offers the user to continue watching the show in a streaming environment.
A key theme of the NewFronts is the shift from traditional TV to smart TVs and streaming, and the need for ad dollars to catch up. Furthermore, Vizio also plans to introduce Vizio Enact, their linear addressable TV advertising solution that enables national advertising.
AVOD WatchFree+ has been completely overhauled since last year’s upfronts, and it now has more than 250 free live-streaming channels, as well as more than 5,000 titles in its on-demand library. Bergman said to Adweek,
“Not only have we rebuilt and recaptured the content programming side of it, that also means we’ve completely rebuilt the ad inventory access, which advertisers really respond to.”
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