MiQ, a specialist in marketing intelligence and connected programmatic solutions, extended its partnership with Inscape, a single source provider of smart TV viewing data in the US and a subsidiary of VIZIO.
MiQ expanded its integration of Inscape’s Automatic Content Recognition (ACR), a content identification technology that matches opt-in viewing data from more than 12 million smart TVs against a database of previously ingested ads. This allows marketers to reach consumers addressably on a second-screen device within seconds of viewing a television advertisement, making MiQ the first Inscape partner to market the capability commercially.
Additionally, MiQ will incorporate Inscape viewing data into its programmatic insight and planning capabilities, enabling its customers to better understand TV viewing behaviour at scale and gain access to granular insights before spending a single media dollar. Inscape’s TV viewing data provides insights into audience viewing and engagement, emphasising specific targeting to use across digital channels, content, and advertising.
“With this integration, MiQ’s clients will be able to improve the performance of their television buys significantly,” said Tom Richards, Global Product Director, Media and Data for MiQ. “In early tests, we’ve seen real-time, second-screen exposures drive up to 42 per cent in improved KPIs, maximising marketing and media investments by delivering great results that truly impact the bottom line.”
Inscape delivers real-time viewing data across more than 12 million opted-in smart TVs. When processed through MiQ’s platform, real-time viewing data provides marketers rich insight needed to inform their marketing campaigns through programmatic execution and accurately target, segment, and reach audiences with relevant messages and creative.
“MiQ recognises that using the immediacy of Inscape’s TV viewing data for near real time retargeting provides their clients with significant performance advantages at scale,” said Ken Norcross, Director of Business Development for Inscape. “We look forward to this partnership and exploring more unique market opportunities to utilise TV viewing data that will drive additional value for their customers.”