Ampersand, a TV ad sales and technology company owned by Comcast, has announced the launch of its 'Total TV Measurement' tool. The new analytics solution is designed to help agencies and advertisers better determine the success of their multiscreen campaign investments by providing them with more data and actionable insights.
More specifically, the 'Total TV Measurement' tool lets brands consolidate the measurement of audience data across all their TV-based channels, providing them information regarding reach and frequency as well spend insights. The company's goal was to tackle the "fragmented" television marketplace, which sees viewers accessing content on a variety of screens in live and time-shifted environments.
"We are excited to offer our Total TV analytics and measurement package to help advertisers finally understand who they are underserving or overserving across their multiscreen TV investment," said Andrew Ward, President of Ampersand,
Multiscreen TV Measurement Solutions
Ampersand Launches Its 'Total TV Measurement' Tool
Trend Themes
1. Multiscreen Ad Measurement - The 'Total TV Measurement' tool by Ampersand helps advertisers measure and optimize their multiscreen ad campaigns by providing comprehensive audience data across all TV-based channels.
2. Consolidated Audience Data - The 'Total TV Measurement' tool allows brands to consolidate audience data from various TV screens and gain insights into reach, frequency, and ad spend across their multiscreen TV investments.
3. Fragmented Television Marketplace - As viewers access content on multiple screens, the 'Total TV Measurement' tool addresses the fragmented TV marketplace and provides advertisers with more data to make better investment decisions.
Industry Implications
1. Advertising - The 'Total TV Measurement' tool allows advertisers to optimize their multiscreen TV ad campaigns, providing opportunity for disruptive innovation in the advertising industry.
2. Media - As the 'Total TV Measurement' tool consolidates audience data across all TV-based channels, media companies have opportunities to offer more comprehensive audience measurement solutions for their clients.
3. Data Analytics - Ampersand's 'Total TV Measurement' tool provides more actionable insights for advertisers, presenting new opportunities for innovative data analytics solutions in the industry.