RhythmOne announced it is to offer it US-based clients guaranteed “in-demo delivery of advanced TV campaigns”. RhythmOne say clients will get campaign-level audience measurement when accessing RhythmOne’s network of app publishers within its advanced TV marketplace. The “RhythmOne Advanced TV Audience Guarantee” solution analyses and optimises campaign exposure data against comScore cross-platform measurement, which provides insight into campaign reach across TV, over-the-top (OTT), desktop, and mobile platforms, which the company says will give a complete view of campaign delivery.
Earlier this year, RhythmOne acquired YuMe who were an early pioneer in the OTT space, particularly when it came to representing inventory from the Smart TV manufacturers like LG and Samsung. This new offering adds to RhythmOne’s existing set of advanced TV measurement partnerships including Nielsen Audience Composition, Placed In-Store Attribution, comScore Tune-In, and Nielsen Catalina Closed Loop ROI Measurement.
The RhythmOne say the new guarantees will enable media buyers to target audiences effectively at scale for age and gender across its supply. Buyers will also be able to get reach and frequency insights with metrics telling them how many unique individuals a brand has reached and how often within a campaign. User-level measurement will also account for all of the viewers in a room with co-viewing calibration from comScore, delivering a complete view of the total audience exposed to a brand’s video.
“The future of TV advertising in today’s digital world is connected,” said Todd Johnson, VP of Emerging Technology, RhythmOne. “Advanced TV is now an integral component of linear TV and digital ad campaigns to maximise reach and boost campaign performance. While person-level measurement has historically been a challenge for the TV industry, we’re proud to introduce a solution that addresses this critical issue. Our Advanced TV Audience Guarantee assures marketers that they are only paying for the impressions that reach their desired targets.”
A RhythmOne statement pointed to comScore’s most recent “State of OTT” report, which said the US OTT market is steadily growing, with 8.8 million more OTT viewing households coming online in the US over the past year – an increase of 17 percent over last year. Time spent streaming is also up 28 percent year-on-year, with households averaging 54 hours per month of streaming.