SENSIC

Das große Puzzle aus neuen TV-Daten

The article surveys the growing complexity of measuring TV audiences in the age of connected TVs, highlighting multiple data sources and fragmentation. It chronicles Vodafone UK’s TV campaign to boost broadband signups, leveraging Samsung Ads via CTV to reach gamers and streamers not seen by linear TV, achieving a 12% incremental reach and 320,000 additional households. Samsung Ads relies on Automatic Content Recognition (ACR) across millions of smart TVs to build a GDPR-compliant, first‑party–oriented data set for targeting and analysis, with expectations that ACR will gain importance as third‑party cookies disappear. Samba TV’s solution, embedded in major TV brands, uses ACR and real-time usage data to track whether ads were viewed and enables cross‑device targeting via a household graph. The AGF panel (5,400 households) partnered with Nielsen and DAR for cross‑media campaign measurement, while Adscanner leverages Vodafone devices to provide near‑real‑time TV data and plans a TV panel with Vodafone to analyze sociodemographic segments, all underscoring a market moving toward integrated, cross‑device TV measurement amid data silos.

Programmatic-Neuland für Screens in der Arztpraxis

ADZINE interviews Claudius von Soos about programmatic DOOH in German doctor waiting rooms. The network serves a mix of news, weather, sports, medical films, and short documentaries for patient oversight, while also broadcasting spots that can now be bought programmatically. They describe themselves as an out-of-home publisher that both creates content and sells ad inventory. Since launching programmatic this year, experiences are largely positive, with humans still playing a significant role across implementation and ongoing campaign management. The DOOH ecosystem involves many stakeholders, and while collaboration is good, some processes specific to DOOH are still adapting—for example, a DSP’s seven-day capping had to be adjusted to five days because weekends are closed in waiting rooms. They also operate Open Auctions, aim to keep SSPs manageable, and offer targeting by professional groups, ZIP codes, geo-coordinates, and the GfK purchasing power index by ZIP code.

AGF wies Pay-TV-Einschaltquoten falsch aus

In 2016, AGF Videoforschung’s measured Pay-TV reach for Sky was found to be 16% higher in reality than what was reported, prompting substantial adjustments to AGF’s measurement system due to an inappropriate rule for classifying households into the Pay-TV segment. Sky executives highlighted that the deviation underscored limits in AGF’s methodology and called for a future-proof update, while expressing willingness to engage in dialogue. At the start of the year, AGF was renamed AGF Videoforschung GmbH, and Sky was slated to join as a shareholder alongside WeltN24 under a new license model aiming to unify TV and streaming data in a single counting framework. The current shareholders—ARD, Mediengruppe RTL Deutschland, ProSiebenSat.1 Media, and ZDF—were reported to retain the remaining shares at launch.