IBC 2019: ThinkAnalytics to unveil addressable ad platform | Infrastructure | News | Rapid TV News
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ThinkAnalytics is prepping the launch of ThinkAdvertising at IBC 2019, a new addressable advertising solution that provides pay-TV and OTT providers with deep insights from rich viewing, behavioural and demographic data.

thinkanalytics 4 sept 2019Supported by ThinkAnalytics viewer personalisation and segmentation models ThinkAdvertising will allow TV operators to combine their in-house customer and demographic data with platform insights, in order to target precise consumer segments

ThinkAdvertising is available as a standalone solution and can 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 the personalised Content Discovery platform and the real-time analytics platform, ThinkInsight.

ThinkAdvertising supports household-level profiling and also builds a detailed picture of individual viewing behaviour 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 personalisation and localisation.

Rather than 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 highly targeted, dynamic ad insertion for broadcast and streamed TV.

“Research has shown that highly targeted advertising campaigns can considerably improve impact and effectiveness,” said Peter Docherty, CTO, ThinkAnalytics. “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.”

He added, “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.”