Big Data has ushered in a new wave of innovative companies developing algorithms to find the right people for a given product or service, optimize the process of reaching them, and drive a specific behavioral outcome. These companies typically sit outside of the traditional television ecosystem and therefore need access to accurate viewership data on which to base their media and advertising analytics.
With reliable data, analytics companies can build sophisticated models to identify the most effective way to reach the right people for a product, service, or cause. And once the models are built, performance can be tracked over time and the algorithms can be further refined to achieve an unprecedented level of precision.
The most visible example of the power of television Big Data was the 2012 Obama presidential campaign. The Obama campaign assembled a talented analytics team that categorized voters broken up by topics of electoral interest. Those voter categories were then matched to the programs they actually watched using television set-top box data. The campaign then targeted their messages accordingly. Through optimization, the Obama campaign was able to air more commercials for less money while reaching their intended targets more precisely. TV Big Data allowed them to be more efficient and most importantly, more effective.
LARGEST INDEPENDENT MATCHABLE PANEL
FourthWall’s MassiveData® division is the largest independent source of second-by second cable TV viewing data in the United States monitoring millions of set-top-boxes continuously. The data collected makes up the MassiveData TVPanel™ which provides granular, uncompiled, uncondensed tuning data across all channels fueling new cross-platform analytics. Analytics companies can ingest the TVPanel viewing data to identify patterns of interest based on the behavioral outcomes they want to drive. Critical to this process is the ability to match the panel data to other datasets in a privacy-preserving way.
MAKING DATA MORE MEANINGFUL AND VALUABLE
TVMatch™ makes the TVPanel even more meaningful by allowing it to be connected to external datasets while strictly preserving privacy. In conjunction with safe-haven data partners, Acxiom and Experian, TVMatch connects demographic and cross-platform data from a multitude of sources to the TVPanel’s second-by-second television viewing data. The result is a rich set of anonymized household viewing profiles.
A great example of the power of television analytics is in the area of Political advertising. Political campaign operatives have one goal – win the election. Second place is not an option. Advertising dollars are precious to political campaign managers. And that same campaign has several or multiple platform messages they need to get out.
Operatives therefore need to target the right message to the right audience while at the same time maximizing efficiency. They need to verify their message ran when and where it was supposed to and quickly divert resources in response. This is critical with a fixed election date. Make goods are not an option.
The TVPanel was tested in the combat of a presidential election in 2012 in which the Obama For America analytics team was able to use our viewership data to get out the vote, target the right message to the right voter, air more ads than their competitor for less money, and ultimately win the election as a result.
“Partnering with FourthWall Media to produce the Mavs Team Widget is great for us.
We believe in the future of interactive television.”