DPG Media and Brand Metrics have introduced a real-time measurement system for connected TV advertisements on the (free) Flemish streaming platform VTM Go.
A custom extension within VAST (Video Ad Serving Template, an ad insertion system) measures the frequency and timing of campaign exposure, then sends a request to the user’s connected TV, which can respond immediately via the remote control.
Results
Each metric provides campaign results for these four elements: awareness, consideration, referral, and intent to act. Media agencies and advertisers can use this data directly. DPG Media also wants to introduce real-time measurements on RTL Belgium and on the (free) streaming platform RTL Play in French-speaking Belgium (DPG Media owns 50 percent of RTL Belgium).
As is known, DPG Media also intends to acquire RTL Nederland, including the streaming platform Videoland; This case is still being evaluated by the ACM.
Anders LithnerCEO of Brand Metrics: “With over 40,000 campaigns measured, Brand Metrics has proven time and time again the impact of digital advertising on brands. We are delighted to announce this exciting partnership with DPG Media. Broadcasters and media owners can now measure CTV campaigns directly on devices, an important step towards a more transparent and accessible ecosystem.
Stéphane HawkChief Digital Officer of DPG Media: “Connected TV combines the impact of television with the precision of digital advertising. With this interactive brand impact survey product, DPG Media enables advertisers and agencies to better understand the impact of this channel, for greater long-term accountability.
DPG Media and Brand Metrics see a big future in these metrics, which continuously monitor and report on the effectiveness of connected TV based on business KPIs aligned with marketers’ goals, whether it’s awareness , preference or purchase intention. Both companies see this launch as the start of the next phase of connected TV, in which addressability will become increasingly available to campaigns of all sizes.
www.dpgmediagroup.com
www.vtmgo.be
www.brandmetrics.com
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Edited by: David de Jong
