Post by account_disabled on Dec 29, 2023 23:15:26 GMT -6
Atresmedia Publicidad and Smartclip , developed by the analytical marketing consultancy tres14 Researh , launched VAR (Video Advertising Reach) on the market in October 2019, a tool for calculating video coverage, on television and digital. VAR is a software that allows both pre-evaluation , carrying out simulations for campaign planning, and post-evaluation , analyzing the results of an already broadcast campaign, multimedia TV and digital campaigns, and thus manages to satisfy a clear market demand. to obtain multimedia measurements. VAR: Video Advertising Reach The tool calculates the monomedia coverage of each medium, the total coverage and the multimedia coverage of the campaigns, as well as other audience variables (GRP, OTS, contact distribution or affinity).
VAR can be applied to 63 targets with different segmentations by sex and age and is based on official market sources: Kantar media for television, comScore for digital and the EGM for the deduplication of both Phone Number List media. In 2021, the tool is updated and takes a qualitative leap with the incorporation of radio and hybrid advertising based on HBBTV technology . The radio measurement incorporates the main stations, both general and music channels, and has the EGM as the official reference source. In the case of hybrid products, the following are incorporated into the VAR: • Digital Skin (also called “L” format), which is broadcast on devices connected with Hbbtv technology.
Crossdevice , a solution that impacts the digital environment based on linear television consumption data. • Prometheus, which combines the first two hybrid products. As a novelty, calculation algorithms have been created to have both the contribution in total coverage and in 3+ coverage. In the case of hybrid products , the calculation mixes official sources along with the ad server impression emission report. Tres14research has developed coverage calculation algorithms, based on the broadcast time of each impression in the HBBTV environment to add it to the TV. The methodological documents are available on the website www.var.com.es. Facilitating the use of this type of tools represents another step in the commitment of Atresmedia Publicidad.
VAR can be applied to 63 targets with different segmentations by sex and age and is based on official market sources: Kantar media for television, comScore for digital and the EGM for the deduplication of both Phone Number List media. In 2021, the tool is updated and takes a qualitative leap with the incorporation of radio and hybrid advertising based on HBBTV technology . The radio measurement incorporates the main stations, both general and music channels, and has the EGM as the official reference source. In the case of hybrid products, the following are incorporated into the VAR: • Digital Skin (also called “L” format), which is broadcast on devices connected with Hbbtv technology.
Crossdevice , a solution that impacts the digital environment based on linear television consumption data. • Prometheus, which combines the first two hybrid products. As a novelty, calculation algorithms have been created to have both the contribution in total coverage and in 3+ coverage. In the case of hybrid products , the calculation mixes official sources along with the ad server impression emission report. Tres14research has developed coverage calculation algorithms, based on the broadcast time of each impression in the HBBTV environment to add it to the TV. The methodological documents are available on the website www.var.com.es. Facilitating the use of this type of tools represents another step in the commitment of Atresmedia Publicidad.