FreeWheel’s 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.
“From a measurement perspective and understanding viewership and consumption, we are partnering with Inscape to complement our Comcast set-top box footprint,” FreeWheel’s Brian Wallach says in this interview with Beet.TV. “We will be the largest footprint where you can actually get an understanding of deterministic viewership and consumption of digital video content across every screen.”
The SVP and CRO of Advanced TV says FreeWheel is “leaning into being able to show incremental reach” to advertisers using a national campaign or a targeted one on linear TV “and also the complementary digital delivery that’s happening in our footprint and across the Inscape footprint as well.”
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 “there’s light TV viewers, heavy TV viewers, all types of consumption that’s happening across screen,” Wallach says.
When it comes to campaign KPI’s, 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.
“As a marketer defines what their KPI’s 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’s a growing trend.”
According to Wallach, some marketers could look to seek different audience guarantees from publishers that are based on campaign outcomes, as “guaranteeing delivery of impressions is somewhat not enough these days. Obviously, this is important for our publishing partners as well.”
He describes TVSquared as “a 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.”
While campaign performance beyond mere impression delivery has traditionally taken “months and months,” TVSquared provides “a rolling report on information that’s happening with those interactions, where we can actually optimize a campaign, maybe move inventory from one publisher to another based on performance” and do creative optimization.
Better analytics at the local level means that search no longer gets 100% local attribution, according to Wallach.
“We have data that can show exposures across TV, exposures across digital and then the corresponding interactions with search where they’re getting a location or address for a particular store and then visiting it,” says Wallach.