Tunity launches B2B analytics division
May 22, 2018
Tunity, a technology that allows users to hear live audio from muted TVs directly on their mobile device, has announced Tunity Analytics.
Tunity Analytics captures minute-by-minute OOH audience data on consumer usage of linear channels. This enables broadcast companies and advertisers to see next day (and soon real-time) estimates of these numbers for all major competitive channels by venue. Until now, this level of viewer insight has never been made available to networks.
The product analyses extensive OOH data pulled through Tunity’s consumer app, including the start and end time of a tuning session, age and gender data, and precise measures of location.
Highlights of the product include:
- Picks up viewing of linear channels on muted TV sets and regardless of the venue’s ambient noise – a viewing segment that audio-based methods are currently missing
- Measures the dynamics of shifts in attention as people change from channel to channel in multi-channel environments
- Reports on individual networks by age/gender and venue on a near real-time basis (additional segments beyond age and gender will be available shortly)
- Delivers user friendly reporting with data consistent with GRP’s and Impressions as has been looked at traditionally in the video ad sales marketplace
- Acts as an add-on to Nielsen’s In-Home Measurement, allowing for comprehensive understanding of how and where content is consumed
This data is used to calculate ‘Tunity Shares’— a relative measure showing the amount of tuning during the average minute to a programme, network, or daypart compared to the total OOH usage during the average minute from a benchmark month. This allows for direct comparisons across all events.
“We realised that these insights were valuable, so we created a model of the data which can be used in combination with traditional video metrics and fill in this missing piece,” said Yaniv Davidson, CEO. “There is an increased importance in audience efficiencies, targeting, and segmentation for TV networks and advertisers. Tunity Analytics bridges this massive gap in the marketplace, delivering a new method of measurement and a new metric to truly reflect these audiences.”
“It’s time for TV networks and advertisers to think about OOH in a new way, rather than just as expanded in-home,” said Paul Lindstrom, Head of Research and Analytics. “Consumption habits have changed and the value of OOH in the video landscape is undeniable. Let’s stop treating these viewers as if they were non-existent.”