Boston, MA (PRWEB) December 16, 2015
TVision Insights, the company that is changing the way TV researchers measure attention, today announced general availability of its solution for second-by-second data insight into viewer behavior and attentiveness to television programming and advertisements. TVision also announced that it raised $2.5 million in venture funding led by Project 11 Ventures, Golden Venture Partners, Sigma Prime Ventures, and angel investors via the BOSS Syndicate on AngelList.
“Television advertisers outspend online advertisers nearly 2 to 1 for a total of $75 billion in the U.S. alone,” said Yan Liu, CEO of TVision Insights. “But previously having run a digital agency, I see how television advertisers have fewer resources and less available data to maximize the effectiveness of their buy. With TVision we aim to give television advertisers a similar level of data as what is available to online advertisers. Online advertisers can tap into a trove of data to target, retarget and dynamically serve ads to potential consumers based on clicks, page views, etc. As a result, the efficiency of digital ads has increased significantly. TVision is the first company to provide the television industry with second-by-second insights into each household member’s attention and engagement while they watch TV in their living room.”
TVision is changing how advertisers and television networks measure, analyze and target ads through traditional linear and connected TV. Through safe, secure and anonymous household panels, TVision uses proprietary computer vision software to understand person-by-person attention, engagement, in room behavior and emotional reaction second-by-second to television programming and advertising. TVision enables TV’s move to a programmatic platform by providing the robust second-by-second data needed to target audiences, measure effectiveness and more efficiently value inventory. TVision Insight’s products are used in the following ways:
Advertisers – Brands can A/B test and measure the performance of their advertisements based on passive in-situ performance - just like they do on digital.
Media Agencies – Media planners and buyers can use data on actual people-in-room and eyes-on-screen to optimize their media plans by context, demographic, daypart, channel and program.
Networks – Network sales & research departments can understand when their audience is most engaged and attentive to programming to achieve better results for them and their advertiser customers. TVision can measure the effectiveness of ads and product placements, and share rich insight into audience behavior with advertisers.
“To understand their audience, the television industry requires second-by-second viewer analytics that can provide deep insight into viewer engagement. TVision’s ground-breaking ‘big data’ platform can provide the industry with the metrics to generate better ROI through data-driven decision making,” said Bob Mason of Project 11 Ventures. “TVision’s customer list already includes major broadcast television networks, international media agencies and advertisers. We are excited to work with TVision to rapidly accelerate adoption and meet this market demand.”
Experts in the industry are anxious to have the depth of insight that TVision provides. “The programmatic delivery of advertising on television is growing fast, but we need more accurate, real-time data to effectively drive advancements in targeting. TVision is introducing advanced technology to the TV industry - providing new levels of engagement information for media owners and media buyers,” said Joshua Summers, an angel investor in TVision and CEO of Clypd, the leading sell-side advertising platform built exclusively for the television industry.
TVision is the only company to measure actual “eyes-on-screen” to provide advertisers, agencies, and television networks the second-by-second data required to understand the effectiveness, engagement and value of content and advertisements on television. TVision leverages state-of-the-art facial recognition technology to anonymously and passively collect viewers’ behavior, attention, and emotional affect second-by-second, person-by-person from the natural viewing environment, without impacting privacy. Our advertiser and agency clients use our data to analyze the effectiveness of creative, understand audience behavior, and to more effectively plan media spend. Our network clients use our data to further understand the unique value of their content and to measure actual engagement with programming and commercial pods. Founded by MIT alumni and a Northeastern University professor, TVision is a 2015 MassChallenge winner. The company is headquartered in Boston, MA with offices in New York, Dallas and Tokyo.