Integral Ad Science also has a study about TV ads. They found that 74% of consumers like ads to match the content they’re viewing. Also, people are more likely to remember and feel good about ads that appear near positive content. Glad we straightened that out.
Votes, coronavirus cases, census households: measurement is a hot topic right now. TVision can’t solve any of those problems but does claim a better way to track TV viewers. Their latest semi-annual report finds that TV sets were on 77% more during stay-at-home periods, but viewability and attention went down. You’ll have to read the report to learn what that means.
Did someone say location data? Narrative will sell you that, along with demographics, devices, purchases, Web behavior, TV viewership, and other data from 30+ providers. Its online marketplace aims to remove the traditional hassle from customer data buying. Narrative just raised an $8.5 million Series A, bringing their total funding to nearly $14 million.
It’s tough to get brand safety right, but the industry keeps trying. IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM). Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.