VIZIO Ads, TV company’s direct-to-device advertising business, has unveiled Universal Frequency Control, a new capability that enables brands to set limits on how often a VIZIO TV within a household is exposed to specific ad creative when placing an ad through its platform.
Universal Frequency Control persistently measures the number of times an ad is exposed at the glass-level for each TV in a household across linear, CTV, VoD and OTT. With in-flight optimisation, brands can limit the number of times a VIZIO Ads media buy reaches a device per day, week or month.
With control of an established hardware and software businesses, VIZIO can combine household device penetration, robust consumer data opt-in and technology infrastructure to deliver addressable advertising at scale. “With this new frequency control offering, brands can use deterministic information to control linear and CTV advertising experiences at the device level,” says Travis Hockersmith, VP, Platform Business at VIZIO. “This solves a major problem marketers face when diversifying and managing their reach to TV audiences. Most importantly it will make a much better experience for viewers at home, which is our primary focus.”
The new capability is powered using data from Inscape, VIZIO’s ACR data business, which fuelled recent transformations of the TV marketplace with innovations such as addressable linear advertising (Project OAR), glass-level audience insights and business-outcome measurement, recently folded all resources and operations into the VIZIO Platform business.