Media agency group Publicis Media and AdScanner, the tech company for analyzing and optimizing TV campaigns, are entering into a strategic partnership. Together, the two companies want to provide advertisers with even better insights into TV usage in the future, in order to make the analysis, activation and planning of campaigns more effective. At the same time, AdScanner is launching a "customer board" together with Vodafone for market research - up to 10,000 TV households can be analyzed and surveyed socio-demographically by media agencies and advertisers.
The collaboration between Publicis Media and AdScanner includes the expansion of Publicis' proprietary PMX Lift technology, which is used by many of Publicis Media's advertising clients for cross-media activation, control and optimization. Using data from AdScanner, PMX Lift enables the targeted control of holistic moving image campaigns, in which the probability of contact with the campaign via TV and online is calculated in real time for each ID using a machine learning approach. In addition, the campaign reports and evaluations of the holistic moving image campaigns will be improved and expanded. For this purpose, the data from the AdScanner Cockpit is integrated directly into PMX Lift from Publicis Media.
In addition, both companies will jointly provide their customers with insights on dedicated TV usage to make the analysis, activation and planning of campaigns even easier, more transparent and more efficient.
Marin Curkovic, CEO of AdScanner: "The partnership with Publicis is another important milestone for us. In Publicis, we have found a powerful partner with whom we can further optimize the campaigns of our joint customers. And the best thing is: Publicis customers benefit from our technology not only in terms of theirTV campaign, but also cross-media beyond that."
René Lamsfuß, Chief Analytics Officer of Publicis Media: "With this partnership, we have the opportunity to enrich our existing ID data warehouses with moving image data and thus to further optimize the quality of cross-media data activation within the framework of PMX Lift. In doing so, we have access to the entire moving image data of AdScanner and benefit from the high data granularity. By integrating and linking with our machine learning processes, we deliver improved campaign optimization and activation to our customers. And all this exclusively for the next twelve months. That's what makes this partnership so unique and valuable for us."
AdScanner will also contribute insights from the new customer board to the new partnership, which Adscanner has set up together with Vodafone and is now launching. The customer board is expected to include up to 10,000 cable TV households in the future. Already today, several thousand households have opted to participate in the customer board.
"For the new customer board, we recruited a representative sample from theTV households we already measure," Curkovic said. "The new offering is a significant step for the further development of our company, as it will enrich our broad data foundation with additional analytics options that are in demand in the market."
Sven Stühmeier, Head of Media & Data Services Vodafone: "Based on feedback from advertisers, we are improving our offering. At the end of September, we will launch the Vodafone TV Customer Board, another exciting offer for analyzing our TV data. Media agencies and advertisers can use the customer board to analyze and survey TV household socio-demographics."
The further development of the customer board is being driven forward together with proven experts: The CINT/Gapfish team is responsible for recruitment, while Innofact, a company specializing in panels, selects and weights the sample. Willibald Müller, the former managing director of AGF, and other external TV and media experts were among those who advised on the entire development process.
The sample available through the customer board is representative of German TV households that use other interactive services in addition to free TV stations - this already affects more than two-thirds of households in Germany. Thus, the data can also be used for extrapolations. The data will also be used to validate and calibrate the total database of more than one million cable households used by Adscanner - so-called "digital twins" will make the customer board virtually larger and more resilient. In addition, companies will be able to survey the participants of the Vodafone customer board in the future - brand-lift studies will thus be possible easily and quickly in the future.
