Realytics launches BEE
September 28, 2022
Realytics, an adtech company in TV campaign measurement and subsidiary of smartclip, the adtech development unit of RTL, has partnered with French telecommunications company, Bouygues Telecom, to launch Box Exposition Engagement (BEE), a single source TV measurement solution for TV campaigns delivered within linear TV, as Addressable TV (ATV), and on Replay IPTV via STBs.
BEE compares linear, ATV, and Replay IPTV campaigns to allow deterministic measurement of advertising exposure across all channels delivered via an STB. Delivered views, reach, and exposure are measured and compared on all delivery channels. Households exposed to the same ad on multiple channels will be identified in order to avoid duplicates when measuring the total reach of multi-channel TV campaigns. The tracking of TV campaigns via BEE is fully based on pseudonymised and encrypted opt-in data making the solution fully GDPR-compliant.
Valérie Teboul, Media study & research Director at Realytics, said: “TV ad delivery and consumption today is spread out on multiple channels with independent measurement capabilities. For the users, the impact on their viewing experience and privacy is limited. However, the changing media consumption creates a challenge for advertisers and agencies to measure impact accurately. With BEE, we can observe and compare TV campaigns across all major delivery methods available. By quantifying the online engagement, we can additionally highlight the incremental coverage contribution and the online engagement created by each channel. ”
BEE additionally measures incremental web and app traffic, as well as the quality and depth of online engagement resulting from TV campaigns on any channel. The combination of multichannel TV exposure and subsequent online impact provided via BEE offers a complete picture of the effectiveness of TV campaigns.
Christophe Philip, Head of Data & Advertising Value Factory at Bouygues Telecom, added: “Since Bouygues Telecom have implemented a Consent Management Platform (CMP) on its entire STB park, we are able to provide data in full compliance of GDPR policy. The diverse delivery options for TV advertising and content in France create a need for innovation in order for us to keep measuring TV advertising reliably.”