Adalyser first approached Mediaocean during the development of Adalyser PTV. Adalyser successfully integrated BARB spot data into its data hub in 2013. BARB is the central repository for all TV spot and audience data in the UK. Prior to the Mediaocean connect partnership BARB was Adalyser’s primary source of UK spot data. However, BARB data has two key limitations when it is used for PTV. BARB spot data is only available 8-days after the original broadcast, which adds ‘delayed viewing’ impacts to the live overnight impacts. The process adds ‘delayed viewing’ impacts to the live overnight impacts. Also, BARB data does not indicate the buying audience for each spot.
The primary objective of Adalyser PTV is to optimize TV plans and deliver efficient media spend for the advertiser. Once a TV campaign goes live inefficiencies translate into wasted media spend. The time taken between a campaign going live and a plan being optimized will determine how effectively it generates a cost effective return for the advertiser.
Mediaocean’s Connect Partner Platform brings together the largest advertising agencies in the world with the latest tools and technologies designed to support them. Through Connect, agencies can discover, customize, and access a complete ecosystem of advertising inventory suppliers, data providers, ad servers, and third-party technologies to help deliver their advertising messages directly to a changing audience, wherever they are.
Through a collaborative process Adalyser and Mediaocean designed an overnight spot data feed that includes:
- Overnight spot data across UK TV channels - including +1's
- Spot times accurate to the second
- Buying audience and reporting audience included for every spot
Please contact your Mediaocean Account Manager to get started today.
For more information visit https://www.adalyser.com