TVision, the TV measurement company, and Gemius, an international research and technology company providing media measurement for digital and traditional marketing, have announced a partnership that delivers single-source, transparent measurement of video ads across TV, mobile and digital.
“Cross-screen panels will be an essential component for understanding a consumer-centric, holistic view of engagement across traditional TV, streaming and digital. We look forward to incorporating the learnings from the TVision and Gemius panel trial as we continue to build best-in-class, cross-screen measurement solutions,” said Josh Chasin, Chief Measurability Officer at VideoAmp.
TVision and Gemius’ joint solution will accurately measure video ads across platforms. The solution uses a single-source, demographically representative panel to combine TVision’s person-level detection of linear and CTV ads and programming with Gemius’ smartphone-based detection of mobile, PC and secondary television viewing behaviour. Both Gemius and TVision provide tag-less detection of ads, allowing for transparent measurement of all advertising including ads shown in walled gardens.
“The more fragmented and silos-based the TV and digital video landscape becomes, the more difficult it will be to capture,” explains Marta Sulkiewicz, Chief Growth Officer at Gemius. “Our partnership with TVision solves that challenge, combining the power of both technologies, equipping the industry with data to support transparent, holistic measurement across screens and devices – and even more important across the walled gardens.”