ThinkAnalytics to launch addressable ad solution

Sept. 4, 2019
At IBC2019 in Amsterdam, ThinkAnalytics will launch ThinkAdvertising, an addressable advertising solution intended to provide pay TV and OTT providers with insights from ...

At IBC2019 in Amsterdam, ThinkAnalytics will launch ThinkAdvertising, an addressable advertising solution intended to provide pay TV and OTT providers with insights from viewing, behavioral and demographic data, supported by ThinkAnalytics viewer personalization and segmentation models. Available now, it will be demonstrated publicly for the first time at IBC.

By combining information from ThinkAdvertising with their in-house customer and demographic data, TV operators can let advertisers target precise consumer segments to create incremental revenue streams and allow brands and advertisers to focus on their desired business outcomes.

ThinkAdvertising is available as a standalone solution and is designed to be integrated with other analytics platforms and ad decision services such as Castoola. It is also available as part of the ThinkAnalytics suite, which includes a personalized content discovery platform and a real-time analytics platform, ThinkInsight.

ThinkAdvertising is designed to support household-level profiling and also build 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.

The product is designed to let operators generate a mix of individual-level attributes that advertisers can pick and choose from as a basis for targeted, dynamic ad insertion for broadcast and streamed TV.

"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 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."        

About the Author

BTR Staff

EDITORIAL
STEPHEN HARDY
Editorial Director and Associate Publisher
[email protected]
MATT VINCENT
Senior Editor
[email protected]
SALES
KRISTINE COLLINS
Business Solutions Manager
(312) 350-0452
[email protected]
JEAN LAUTER
Business Solutions Manager
(516) 695-3899
[email protected]

Sponsored Recommendations

The Pluggable Transceiver Revolution

May 30, 2024
Discover the revolution of pluggable transceivers in our upcoming webinar, where we delve into the advancements propelling 400G and 800G coherent optics. Learn how these innovations...

The Journey to 1.6 Terabit Ethernet

May 24, 2024
Embark on a journey into the future of connectivity as the leaders of the IEEE P802.3dj Task Force unveil the groundbreaking strides towards 1.6 Terabit Ethernet, revolutionizing...

Data Center Network Advances

April 2, 2024
Lightwave’s latest on-topic eBook, which AFL and Henkel sponsor, will address advances in data center technology. The eBook looks at various topics, ranging...

Advancing Data Center Interconnect

July 31, 2023
Large and hyperscale data center operators are seeing utility in Data Center Interconnect (DCI) to expand their layer two or local area networks across data centers. But the methods...