Discovery, Inscape partner on next-gen measurement | Ratings/Measurement | News | Rapid TV News
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Content giant Discovery has announced a strategic partnership with smart TV viewing data provider Inscape to enhance TV measurement across the media company’s US TV footprint.
discovery 6 august 2019
The partnership is designed to enable Discovery to utilise screen-verified, opt-in viewing data from more than 12 million smart TVs in the US for a variety of measurement and campaign optimisation use cases, including enhanced ratings, holistic cross-platform audience insights, and tune-in measurement.

Discovery will Inscape’s automated content recognition (ACR) data in the United States to supplement its panel-based Nielsen data across all DMAs. The second-by-second, near real-time data will provide Discovery with method to understand viewing trends. When ACR data is combined with other data sets, it can provide insight into a number of audience segments viewing Discovery content and who are exposed to its advertisers.

In addition by using near real-time household viewing data, Discovery says that it will be able to gain the ability to better understand the behaviours of viewing audience across its TV everywhere (TVE), VOD and linear environments and how exposure to content on one platform may lead to viewing on another. This conversion analysis it believes will help it better understand viewer journeys across platforms and develop advertising opportunities.

In one real world application through the partnership, with the recent launch of Discovery’s DTC product initiative, Food Network Kitchen, Inscape data will be used to help with attribution models developed by Discovery.

“With new players, new data sets and new companies truly committed to innovating, Discovery believes the time is right to rearchitect media measurement and currency around new players in the industry and unlock value for our partners,” said Discovery chief corporate operating officer David Leavy.

“Inscape is one of the most dynamic companies in the space, and we are excited to be their partner and leverage their real time approach to audience segmentation, viewing measurement, consumer behaviour and more. The current approach is too inefficient, and we believe with Inscape and all of our efforts across media measurement, we can reimagine how audience measurement is captured and sold across the new products and platforms of the future and create more value overall.
“We’re excited to deepen our relationship with Discovery and look forward to partnering with them on innovations that move their business and the entire industry forward,” added Inscape SVP of sales and marketing Jodie McAfee.