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The advanced television meter: More precise and faster audience behaviour data and insights into advert effectiveness

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  • Tjondronegoro, Daniel

Abstract

This paper describes how new advanced television, video and radio measurement technology enables faster and more precise brand and advert effectiveness research and attribution. This is done through the use of new advanced proprietary automatic content recognition (ACR) technology applications that capture true audience exposure and impact. The paper describes the market opportunities for advertisers and broadcasters ready to adopt the data solutions from this technology. It explains why a new approach to ACR technology is required for passive — all-day — measurement through the use of smartphones. Finally, it describes some experiences through a case study of a top Australian television advertiser, including how actual exposure data were incorporated into one of Australia’s most sophisticated bespoke brand and advertising trackers.

Suggested Citation

  • Tjondronegoro, Daniel, 2017. "The advanced television meter: More precise and faster audience behaviour data and insights into advert effectiveness," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 3(1), pages 42-52, April.
    • Handle: RePEc:aza:ama000:y:2017:v:3:i:1:p:42-52
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    More about this item

    Keywords

    television; radio; advertising effectiveness analytics; passive viewing behaviour metering app; automatic content recognition; audio fingerprinting; real-time audience data;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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