At IBC 2019 ThinkAnalytics will launch ThinkAdvertising, a new addressable advertising solution that provides pay TV and OTT providers with deep insights from rich viewing, behavioral and demographic data, supported by ThinkAnalytics viewer personalization and segmentation models. Available now, it will be demonstrated publicly for the first time on the ThinkAnalytics booth (Hall 1.A74).
By combining data-driven learnings from ThinkAdvertising with their in-house customer and demographic data, TV operators can 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.
Building on ThinkAnalytics’ leading position in content discovery and viewer analytics, ThinkAdvertising brings vast opportunities for incremental revenue streams to TV operators, irrespective of whether they are existing ThinkAnalytics customers or not.
ThinkAdvertising is available as a standalone solution and can be easily integrated with other analytics platforms and ad decision services such as Castoola. Visitors to the ThinkAnalytics booth will be able to see the results of ThinkAdvertising’s integration with Castoola in a joint demonstration.
ThinkAdvertising is also available as part of the ThinkAnalytics suite – which includes the personalized Content Discovery platform and the real-time analytics platform, ThinkInsight.
For the first time, ThinkAnalytics offers its advanced AI and machine learning-driven content discovery platform in conjunction with demographic data to deliver richer and more accurate profiling. ThinkAdvertising supports household-level profiling and also builds a detailed picture of individual viewing behavior over time. 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 results in greater personalization and localization.
Far more granular than competitive solutions that focus only on household-level data, ThinkAdvertising lets operators generate a wide mix of individual-level attributes that advertisers can pick and choose from as a basis for affordable, highly targeted, dynamic ad insertion for broadcast and streamed TV.
This lets TV operators optimize the monetization of their ad inventory by offering brands and advertisers a highly targeted audience for effective and affordable ad campaigns. Combining linear and addressable advertising drives even greater campaign impact.
“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 will make TV ad buying more effective and impactful by injecting a deeper level of consumer insight into the addressable TV ad ecosystem. It will let operators unearth individual-level profiles and attributes, opening up a gold mine of incremental revenue opportunities from not only existing brands but also a new generation of TV advertisers that want to reach specific audience segments without paying national TV ad rates,” added Docherty.
ThinkAnalytics will be exhibiting at IBC in Hall 1.A74.